KINGSTON, Jamaica — Devon Biscuits says it has reduced prices on its products despite the implementation of Jamaica’s new sugar tax, positioning the move as an effort to ease pressure on consumers amid rising living costs.

The price reductions took effect on May 4, according to a company release issued this week.

“Devon Biscuits has taken the decision to reduce prices as part of our ongoing commitment to supporting consumers, particularly in light of the current economic environment in Jamaica,” Brand Manager Sherene Bryan said in the release.