Multiple major supermarket chains have been accused of not having clear enough pricing leading to customers missing out on some of their better deals.
Which? investigated prices across a variety of items at the likes of Asda, Morrisons, Tesco and Sainsbury's, where it found that seven in 10 people were struggling to find the best value buys (72%) in-stores. In one case, the same product at the same supermarket was found to cost up to three and half times (364%) more expensive depending on the packaging.
The consumer champion website has said this highlights why clear and consistent packaging is needed in-stores, as households continue to battle rising prices during the cost of living crisis.
