Supermarkets sign up to Which? Price it Right campaign
Published:  31 July, 2013

Aldi, The Co-operative and Waitrose have joined Morrisons in signing up to Which?’s Price it Right campaign, launched last September.

The campaign aims to provide consumers with simpler, clearer and consistent pricing, which is sought after at a time when nine million households are “feeling the financial squeeze”, according to Which?.

The company approached the 10 major supermarkets at the end of June, asking them to join the campaign.

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 it’s a win for consumers that four major supermarkets have committed to improving their labels.

“The remaining supermarkets should now follow suit, and listen to the thousands of people who have backed the Which? campaign. In the longer term we want the government to simplify pricing legislation so that retailers and manufacturers can make food prices even easier to compare.”

Which? further claimed it was important to end inconsistent pricing that confuses consumers, and that Sainsbury’s, Lidl, Tesco and Asda were currently making plans to improve.

However Marks & Spencer and Iceland have yet to confirm any plans.

Business Secretary Vince Cable welcomed the new steps and said: “Clearer prices and promotions will be a big help for consumers who want to be more savvy and work out how to save more on their weekly shop. In addition, more transparency will boost competition and help support a stronger economy.”