Sue Davies, Which? Head of Food Policy said:
“Which? has repeatedly exposed inconsistent and confusing supermarket pricing, which could make it difficult for shoppers to easily work out which products offer the best value, so it’s positive to see the Competition and Markets Authority calling for immediate action from the supermarkets on this issue.
“The supermarkets must finally do the right thing by their customers and urgently act on the areas highlighted by the regulator. This includes the need to put unit pricing on promotions, such as on loyalty card offers and multi-buys, and make unit pricing clearer and more consistent.
“The regulator also warns that customers who rely on expensive convenience stores aren’t fully benefiting from strong competition between supermarkets. Supermarkets can address this immediately by bringing in a range of budget line products that support a healthy diet to their convenience stores.
“Government must act swiftly on its promise to update pricing rules and close the loopholes that are allowing supermarkets to unnecessarily confuse shoppers, and the regulator must be ready to take enforcement action if the supermarkets don’t act to quickly improve their pricing practices.”