UK's cheapest supermarket for 232 brands named - not Morrisons or Sainsbury's

Which? research found that the cheapest supermarket for 232 branded products in the UK varies by store and by whether shoppers use loyalty cards, with some identical items costing more than double depending on retailer and membership pricing. The consumer champion reported that household staples saw differences above 100% across major supermarkets in June. Asda was among the lowest, with Tesco Clubcard customers (£804.68), Sainsbury’s Nectar customers (£812.61) and Morrisons More card holders (£814.92) the next cheapest, while Sainsbury’s without a Nectar card was the most expensive overall at 15% more than Asda. The analysis also highlighted large gaps on specific items, such as Listerine Total Care Clean Mint Mouthwash (500ml), averaging £2.80 at Tesco with a Clubcard versus £6.00 without. Which? said loyalty-only discounts were absent for Waitrose in its sample and noted that member promotions were widespread at Sainsbury’s and Tesco during the study month.