consumer

Picture of a mum and her baby in a supermarket

Which? exposes supermarket pricing secrets that could lead to you paying over the odds for grocery products

Shoppers could be paying almost four times more than they need to for the same branded grocery products at certain times, Which?’s biggest ever supermarket pricing investigation has found.

The consumer champion analysed more than a million prices for 493 branded grocery items at six major supermarkets – Asda, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose – throughout 2020....

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