Which? response to BIS announcement on clearer pricing in supermarkets

In response to major supermarkets in the UK committing to making pricing clearer and simpler for shoppers, Which? executive director, Richard Lloyd, said:

“Hard-pressed shoppers want to know at a glance what the cheapest deal is without having to get their calculators out so this is a victory for the 32,000 people who signed up to our Price it Right campaign launched more than a year ago. 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.”

Statement: Consumer, Food, government