SAINSBURY’S shoppers are furious after noticing a huge change to a popular household item.
Customers were shocked to see the price of its own brand long-life milk rise by 31p.
The dairy product is a hit with many households as it is designed to last longer than milk you would find in the chilled aisle of the supermarket.
But customers have expressed their anger after noticing the product which used to cost 89p has now risen to £1.20.
Writing on Facebook, one upset shopper said: “Can’t believe that Sainsbury’s has added 31p to one pint of long-life milk…89p to £1.20 is a large increase.”
Another shopper said they switched supermarkets following the price hike.
Leaving a review under the product on the Sainsbury’s website they said: “Why has the price of this rocketed in the last two weeks. Previously 89p, now £1.20 per litre.
“Back to Morrisons where it is £5.95 for a six litre pack, exactly the same.”
A separate reviewer said: “I changed over specifically to shop online at Sainsburys because Ocado kept doing these types of sudden price hikes on basic food items. If this will be the norm, I will shop elsewhere. “
The Sun has approached Sainsbury’s for comment.
The grocer still charges 10p less for long life milk compared to its rival Tesco.
The UK’s biggest supermarket has priced its own brand version of the product at £1.30.
[bc_video account_id=”5067014667001″ application_id=”” aspect_ratio=”16:9″ autoplay=”” caption=”Tesco and Sainsbury’s ‘secret codes’ revealed ” embed=”in-page” experience_id=”” height=”100%” language_detection=”” max_height=”360px” max_width=”640px” min_width=”0px” mute=”” padding_top=”56%” picture_in_picture=”” player_id=”default” playlist_id=”” playsinline=”” sizing=”responsive” video_id=”6367557991112″ video_ids=”” width=”640px”]Asda also charged £1.30 for a litre of the milk, and so does Waitrose.
However, German discounter Aldi charged 89p for a litre carton of the milk.
It’s not the first time Sainsbury’s has raised prices for customers.
Last July, the supermarket raised the price of its meal deal from £3.50 to £3.75.
Shoppers were left in disbelief after the sudden change in price and at the time branded the change as “sneaky”.
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Sainsbury’s is not the only grocery store that raised the price of certain items in recent weeks,
For example, Tesco has hiked the cost of its deal on ready meals.
The retailer previously charged £7.50 for two of its Finest ready meals, but this has gone up to two for £8 with a Clubcard in recent months.
The promotion includes popular choices such as Tesco‘s Finest Ham Hock Leek & Gratin, Spaghetti Bolognese and Cottage Pie.
Individually, the meals have gone up from £4.25 to £4.50.
Meanwhile, its cheaper ready-made dinners, including Macaroni Cheese, Chicken & Bacon Pasta Bake and Bangers & Mash have gone from three for £7.50 to three for £8.
The cost of each has also risen from £3.25 to £3.30. In some cases the packaging has been redesigned from a round shape to rectangular ones.