Sainsbury's has decided to put an end to multi-buy and buy-one-get-one-free promotions because customers find them "confusing".

The supermarket chain has become the first UK retailer to end the promotions which it said also often forces customers to buy more than they need.

The company plans to replace the deals with lower regular product pricing which it said will give customers "more flexibility to buy what they need, when they need it".

The supermarket has already removed more than 50% of its multi-buy promotions since last March, on products such as meat, fish and a range of canned and packaged goods.

However, it added that after it has phased out these deals in August, there will be a few exceptions where multi-buy promotions will be used at certain times of the year.