Superdrug has announced that it is freezing the prices of over 100 everyday essential products to help customers with the current cost of living crisis.
The health and beauty retailer said these prices will be frozen for at least one year in order to give customers peace of mind that prices won’t increase amid soaring inflation.
The price lock will be on everyday items across its personal care, beauty and healthcare ranges, with categories from oral health to period products and hair-care included.
The discounted products will be available in Superdrug's 830 stores across the UK and Ireland.
Jamie Archer, own brand director at Superdrug said: “As a retailer we have always had accessibility and value at the heart of what we do. It is really important to us that we support our customers as much as we can throughout the cost-of-living crisis, so we have taken the decision to freeze prices on over one hundred everyday health and beauty essentials."
Superdrug hope this "enables our customers to continue to take care of themselves to a standard that they are used to,” said Archer.
Read more: UK households face £271 rise in food bills
An already record high inflation jumped even higher to 7% in March, the sharpest annual rise in the cost of living since the early 1980s.
The Bank of England has warned that inflation is on track to reach 8% this April and could peak close to 10% later this year.
Major retailers are responding to shoppers’ concerns about rising prices, according to market research firm Kantar.
Asda announced on Monday it will invest £73m to help UK consumers and staff weather the cost of living crisis as inflation squeezes household budgets.
Morrisons also cut the prices of more than 500 products including eggs, beef and rice to help customers with the rising cost of living while Tesco (TSCO.L) is locking in savings through its Clubcard strategy.