/ Food & Drink, Shopping

Which? doesn’t run a supermarket, but if it did…

Which? supermarket shelves

We’re calling for supermarkets to Price it Right. To show how complex some unit price comparisons can be, we created our own supermarket to put shoppers to the test. Could they work out the best value?

For one night only, we turned a stately conference room into our very own Which? supermarket. Wood panelling and smart portraits adorned the walls, but our bright red supermarket shelves packed with ‘Price it Right’ emblazoned food stole the show.

We gathered together shoppers from across the UK and representatives from some of the major food retailers to talk about supermarket unit pricing and how it could be improved. Our very own executive director, Richard Lloyd, kicked off the debate and set a challenge for our guests…

But I’m getting carried away. If you haven’t read any of our previous Conversations about this topic, you might be wondering what unit prices are. A unit price is the price of food displayed using a consistent measure, such as per litre or kilo. At the moment, it’s harder than it should be for shoppers to make informed choices because this information isn’t always consistent or easy to see.

We know that food prices are a big concern for people. We believe it should be straightforward for shoppers to compare the price of food. Our gallery shows examples of poor unit pricing that we’ve found in our research.

The Which? supermarket sweep

So what was Richard’s challenge? Well, we gave each team a basket and a shopping list, and asked them to scour the Which? supermarket for the best value items. You can see how they got on in our video:

Our shoppers relished the challenge, but they were frustrated by the difficulties they encountered when trying to find the best value bananas, tomato ketchup and chocolate bars. One of the shoppers said:

‘Normally you’d just be attracted by what looks like the cheapest, it’s only then sometimes when you look at it more closely that it’s not quite the deal it’s making itself out to be and that’s what I find frustrating. If it’s a deal, tell me it’s a deal, don’t try and trick me.’

Morrisons and Sainsbury’s are pricing it right

Before we launched our Price it Right campaign, all of the major ten retailers were displaying unit prices in ways that made it difficult for shoppers to compare products and find the best price.

Morrisons shelf label after supporting our campaign to Price it Right Sainsbury's new price label for apples

Recently, Morrisons has started rolling out new labels for its shelves, making prices much easier to compare. And it’s not just Morrisons – Sainsbury’s is also rolling out new labels to help customers shop for fruit and veg without needing a calculator. There are some examples of their new labels on the left.

It’s brilliant that Morrisons and Sainsbury’s are bringing new, clearer shelf labels to their customers. We want every supermarket to do the same.

Have you spotted any confusing pricing labels in your local supermarket? If you shop at Morrisons or Sainsbury’s, have you noticed their new shelf price labels?


My local Sainsburys displayed the unit price of their normal (effectively By Sainsburys, but not necessarily branded as such) mango chutney as 5p per 100g until after a whole month of complaints from me they finally corrected it to 35p per 100g. Their “How Well Did We Do?” website makes it very hard to make specific complaints. All I could do was to introduce my complaints as reasons for a low score out of 10, and there was no response. Using @sainsburys on Twitter got some response including irrelevant requests for the barcode. I supplied this the first time but after that I was using the Basics product. I kept tweeting “Just look at the shelf ticket”. I have found that tweets to @sainsburysPR are the most effective, because external PR professionals are following it.


I politely point out mistakes to a sales assistant and get them to remove price labels that are incorrect. If there is no-one near, I just remove shelf labels and hand them in at the customer services desk.

I recently pointed out a mistake and the sales assistant came back with a newly printed label within a few minutes.

No tweeting required.


Tesco manage to get prices wrong all the time, you’d think they’d have someone check them or at least one of the thousand or so people who put the price stickers on the shelves raise it with senior management.

Some fine examples of their incompetence can be found https://www.facebook.com/pages/Tesco-Offer-Fail/109092949114632


In my view, in the Sainsbury tag above the “per kg” is far too small relative to the price. However, if and when a time comes when we can be certain the they have not done a “Tesco” and snuck in a “price per lb” with the “lb” so small it can be missed. then this would be accepteble.
This time can never come untill and unless the UK government make it a specific offence the use non metric units at any point in the retain market place.
OK, I know that will never happen, especially with Which? lobbying the government to keep old and outdated units. I can dream though.


Thanks for publicising the problems we have with supermarket pricing and giving praise for good practice.

One of the main problems is failure to give a unit price for a multi-buy offer, only for the individual item. It’s not rocket science and is something that could be sorted out very quickly.

I don’t condone pricing of one item in grams and the other in millilitres, though for many products they are more or less interchangeable. The obvious solution is to sell all supermarket products by weight, which may not seem intuitive but there is no reason why this could not be done.

As for the shopper who did not know how to interconvert grams and kilograms – I give up hope. 🙁


I was in Aldi recently and wanted to buy fresh fruit and vegetables but was put off by the price signs hanging from the ceiling above the produce. I could not match the description of the produce with the description on the price sign above the produce. I thought a 250g of plum baby tomatoes was 79p as no other price was displayed for baby tomatoes. Also I could not see the weight on the label as it was too high and too small. When I got to the till and saw the price was 99p, I told the cashier to remove them from my bill as the price was not clearly displayed by the produce.

When shopping in Aldi and Lidl, I often fail to identify the correct price because of the slap happy way they have of showing prices.


Good point, wavechange. Customers may not take up an offer because a lower unit price is not provided for the offer. As the supermarkets presumably want to shift more volume through these special offers you would think they would realise that it is in their interest to publish the special offer unit price. Sainsburys used to have a weird policy of giving some prices per 100g and others even for similar products per kg. As I hear they have new price labels I shall look more closely. I have noticed bags of 6 citrus fruit and the like now unit priced per fruit. I once overheard a customer by the loose bananas asking a staff member the unit price. Size varies, of course, but 11-15 pence would do it at the moment, I think.


It serves them right if customers don’t buy because the unit price is not provided for the goods on offer.

I suspect that the unhelpful pricing is done to help create a state of confusion in the minds of customers, so that they are discouraged from working out which products are the best value for money.