The supermarket giant is slashing the price of its toilet paper by up to 11% with the cost of its Super Soft White Toilet Tissue Double Rolls 2 equals 4 down from £1.90 to £1.69 and its Super Soft White Toilet Tissue Double Rolls 4 equals 8, falling to £2.92 from £3.25.

The savings come as supermarkets are under pressure to keep a lid on the rising cost of living with grocery price inflation at record levels, forcing shoppers to switch to cheaper alternatives.

Rhian Bartlett, food commercial director at Sainsbury’s, said: “The rate of grocery price inflation remains at a record high, which is why we are continuing to lower prices wherever we can on the food and household products our customers buy most often.”

Although grocery inflation fell 0.1 percentage points to 17.2% in May, it is still the third fastest rate since 2008.

Bartlett added: “After more than two years of inflation on the price of pulp, we are now seeing a decline which is enabling us to pass savings directly on to our customers and reduce the price of our own brand toilet roll.

“From today, our by Sainsbury’s Super Soft double toilet rolls have been added to our popular Aldi Price Match campaign for the first time, and customers will now be able to save as much as 11% on these items.

“In addition to food, we’re focused on battling inflation on high volume household products that we know customers buy day in day out. For example, following the addition of own brand nappies to the Price Match campaign in January, sales have increased by 20%.”

Over the past two months, major supermarkets have been cutting the cost of essentials in an attempt to attract more shoppers back in store as the cost-of-living crisis continues to bite.

In May, Sainsbury’s, Tesco, Aldi and Lidl sliced the cost of own brand bread and butter, while a month earlier, the four supermarkets lowered the in-store and online prices on milk.