All of the UK’s supermarkets have now committed to making their pricing clearer and simpler for shoppers.
This is a big win for the 33,000 people who signed up to our Price it Right campaign, so thank you for your support!
Everyone wants to know what the cheapest deal is at a glance, without having to get a calculator out. Following our campaigning work, four supermarkets promised to improve their unit pricing in July 2013. This, combined with further pressure on the Government and the supermarkets, has resulted in the other six following suit today.
BIS today announced that:
• All 10 supermarkets are committed to displaying a consistent unit price across similar products. • Six out of the 10 supermarkets include the unit price on promotions for multi-buys of the same item. • All 10 supermarkets are improving the visibility of the labels on supermarket shelves, such as with bigger fonts and stripping out unnecessary information.
Consumer Minister Jo Swinson said:
‘It is great that [supermarkets] have committed to greater consistency and clearer labels. We will now look at the current legislation to see if it’s preventing supermarkets from making further improvements.’
Our executive director Richard Lloyd said:
‘We now need the remaining supermarkets to commit to making special offer deals simpler to understand. With rising food prices one of consumers’ top worries, it’s only right that supermarkets play fair and help consumers find the best deal.’
Four of the UK's biggest supermarkets have listened to the thousands of you who have supported our Price it Right campaign, calling for simpler, clearer and consistent pricing.
Our campaign calls on supermarkets to end hard-to-read and inconsistent pricing that confuses us and makes it difficult to identify the best deal.
Aldi, The Co-operative and Waitrose have committed to improve food labels in their stores to help shoppers compare the price of products more easily. Morrisons publicly signed up to our 'Price it Right' campaign when it launched in September last year and has already introduced new labels in many of its shops.
Which? executive director, Richard Lloyd, said: 'It's a win for consumers that four major supermarkets have committed to improving their labels. The remaining supermarkets should now follow suit, and listen to the thousands of people that have backed the Which? campaign.'
But a number of supermarkets are only half way there or have yet to take action. Use our tweets below to encourage your supermarket to take action