Sue Davies, Which? Head of Food Policy, said: "This is a really positive step from Tesco and will help consumers struggling with rising food prices easily find discounted items in store. "However, Which? believes there is still more supermarkets can do to help customers navigate the tough months ahead. "We recently launched an Affordable Food For All campaign calling for budget lines for healthy and affordable essential items to be widely available across all stores, but particularly in areas where people are struggling most; for supermarkets to ensure shoppers can easily compare the price of products to get the best value and for promotions to be targeted so they support those most in need."
ENDS Notes to editors Which? recently launched its campaign calling on supermarkets to step up and help consumers keep food on the table. The consumer champion has defined how this can be achieved in a 10-point plan that sets out specific steps supermarkets can take in three main areas: clear and transparent pricing, access to affordable food ranges across all stores and more targeted promotions. 