From day one, Sainsbury’s have always sought to help families make the absolute most of their purchases.
During the Second World War, Sainsbury’s supported families as they tried to keep themselves well fed, despite a lack of supplies.
As austerity gripped Britain during and after World War II, drastic action was required to ensure that goods in short supply were distributed evenly amongst the public.
Sainsbury's Terminus Road Advert. Advert regarding the reopening of the store in Eastbourne, presumably after bomb damage.
Times were hard when Britain was at war. Rationing was rife but Sainsbury’s have always been on hand to provide advice on how best to make food go further.