The move comes as part of a string of initiatives by British supermarkets to support shoppers with price cuts and offer advantageous pricing to members. Waitrose cut prices on over 200 items and Tesco has offered three times the exchange value on its Clubcard this month. Lidl and Aldi have also reduced prices on bread. Meanwhile, earlier this week Morrisons reduced the price on almost 50 products.

Sainsbury’s started its Nectar Prices initiative in April, with shoppers using their Nectar Card able to save on a wide range of products from cereal to chocolate.

And now fresh fruit and vegetables areto be included in Nectar Prices, which is accessible to 18 million users, for the first time. Nectar members can purchase items at up to a 50% discount on non-member prices.

Over £80m in savings for Nectar Price members

Members have saved over £83 million, with customers saving an average of £3.20 on every shop and over 2,800 products are now purchasable with Nectar Prices.

New items on the Nectar Price list include Sainsbury’s Best of British apples (usually £1.70, Nectar Price 85p) and Sainsbury’s Taste the Difference Jersey Royal Potatoes (usually £3, Nectar Price £1.50). Branded ready meals such as Wasabi Chicken Katsu Curry with Rice (usually £4.25, Nectar Price £3.75) and Charlie Bigham’s Lasagne (usually £9.50, Nectar Price £7) are also available.

Also included are own-brand ready meals such as Taste the Difference Fish Pie (usually £4.25, Nectar Price £3.75), and Sainsbury’s Chicken Tikka Masala (usually £4.25, Nectar Price £3.75)

Sam Burston, director of nectar & loyalty at Sainsbury’s, said: “We’re always looking for new ways to provide great value to our customers all year round, helping customers make their money go further. With new offers now available on fresh produce and ready meals, shoppers can now access lower prices on a wider range of essential everyday items. We’re delighted that Nectar Prices has proven popular with our customers so far, and we’ll continue to expand it further in the future.”