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Jamie Oliver and Sainsbury's team up to feed cash-strapped families for a fiver



Hamish Thompson



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  • Jamie Oliver and Sainsbury’s team up to put affordable nutritious meals for four on the table for a fiver.“Feed your family for a fiver” drive, fronted by Jamie Oliver, offers hearty, nutritious recipe ideas for families of four. Sainsbury’s offers fresh meal ideas with ingredients at better than 100-year-old prices.
  • As Britain tightens its budget this year, Sainsbury’s is offering hungry families all the ingredients they need at better than century-old prices.  Archivists at Britain’s favourite supermarket chain have confirmed that the prices of many of the raw ingredients for Sainsbury’s budget-busting recipes are lower in real terms than they were in the early 1900s. 

  • The first recipe in the “Feed your family for a fiver” campaign is meatballs and spaghetti.  Analysis of materials from the Sainsbury’s archive at the Museum of London reveals that a pound of beef from a 1903 Sainsbury’s price list cost 1/6, or £4.28 in today’s terms.  A 1920 price list shows a packet of spaghetti costing 11d, or 97p in today’s money, and a tin of tomatoes 10½ d, or 88p in today’s terms.  In today’s money, that adds up to £6.13, excluding the cost of the other ingredients for the meal – onions, garlic and peas, making the cost of Sainsbury’s meatballs and spaghetti substantially lower today than it was in the early 1900s.

  • Jamie Oliver and Sainsbury’s are joining forces to put affordable, healthy, hearty meals within reach of even the most cash-strapped British families this Spring, backed by a range of start-from-scratch recipes that will feed a hungry family of four for a fiver.


Jamie Oliver said:  “I’ve always been concerned about families trying to eat well on a budget and this initiative by Sainsbury’s goes a long way to helping those who are counting the pennies.” Judith Batchelar, Sainsbury’s Director of Own Brand said:  “We’re determined to offer good quality, fresh food for our customers at an affordable price.  These prices are lower in real terms than they were before World War 1 and our £5 feasts will satisfy a hungry family of four.  Britain may be tightening its belt this year, but the family members who enjoy our £5 feasts won’t be left hungry.”

Boilerplate Statements

About J Sainsbury plc

J Sainsbury plc is a leading UK food retailer with interests in financial services. It consists of Sainsbury's Supermarkets, Sainsbury's Local, Bells Stores, Jacksons Stores and JB Beaumont, Sainsbury's Online and Sainsbury's Bank. It employs 148,000 people.

Our objective is simple; to serve customers well and thereby provide shareholders with good, sustainable financial returns. We aim to ensure all colleagues have opportunities to develop their abilities and are rewarded for their contribution to the success of the business. Our policy is to work with all of our suppliers fairly, recognising the mutual benefit of satisfying customers' needs. We also aim to fulfil our responsibilities to the communities and environments in which we operate.

Our Goal

At Sainsbury's we will deliver an ever improving quality shopping experience for our customers with great product at fair prices. We aim to exceed customer expectations for healthy, safe, fresh and tasty food making their lives easier everyday.

Relevant Coverage

Sky.com Jamies New Recipe For Hard-Up FamiliesEuro2day Sainsbury targets hard pressed households with new advertising campaignRetail Analysis Sainsbury’s drives value with new ad campaignTalking Retail Sainsburys in "feed family for £5" drivemad.co.uk Oliver fronts new value meal campaign for Sainsbury’sRetail Week Sainsburys launches £5 feed the family Jamie Oliver adsCNBC Europe Sainsbury targets hard pressed households with new advertising campaignThe Sun You can eat top nosh for a fiverMirror.co.uk Jamie Oliver embarks on Second World War food missionhellomagazine.com Its war, says Jamie, as he tackles ready meals in the kitchen
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