THE cheapest supermarket for Brits’ favourite brands from Heinz to Nescafe has been revealed – and you could save nearly £100 by shopping there.
Asda has emerged victorious as the cheapest retailer for the 7th month in a row, according to Which?.
The consumer champions analysed the price of 220 popular branded groceries – including Colgate toothpaste, Mr Kipling cakes, Fairy washing up liquid, Philadelphia and Lynx body spray – to see where shoppers could make the biggest savings.
A basket of branded goods at Asda costs £771.21 – that’s over £98 more than if you were to buy the same items at Sainsbury’s (without using a Nectar card) – the most expensive option.
Tesco using a Clubcard (£782.39), Sainsbury’s with a Nectar card (£787.57) and Morrisons with More (£797.32) were the next-cheapest on average after Asda.
But shoppers without loyalty cards will pay far more for their shop, with Tesco (£860.29) and Sainsbury’s (£869.16) both proving more expensive than Waitrose (£839.71) and Ocado (£815.28) on average.
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Which? said it highlights the “stark impact” loyalty pricing can have on the cost of branded groceries.
Reena Sewraz, Which? retail editor, said: “With many households still facing intense financial strain, Asda has proved to be the most consistent for affordable branded goods.
“This month’s analysis also found that customers can pay more than double for identical products depending on where they shop and whether they use a loyalty card.
“To avoid paying more than you need to, shoppers should try to look out for promotions on branded items, compare value across different products, and check rival retailers to ensure they are getting a genuine deal.”
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A Sainsbury’s spokesperson said: “With 85 per cent of sales involving a Nectar card, we’re confident our customers know they can get great value when they shop with us.
“We’re focused on offering outstanding value on the products people buy most often, with more than 10,000 Nectar Price offers available every week on top of personalised Your Nectar Prices.”
Tesco, Waitrose and Ocado did not provide comment.