Waitrose, Aldi and The Co-operative have all signed up to the Which? Price It Right campaign, which aims to provide consumers with clearer and more consistent pricing on food labels.
The campaign aims to make prices easier to understand for shoppers, particularly among fruit and vegetables where many consumers have complained of an inconsistency between prices of loose and pre-packaged items.
“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,' said Which? executive director Richard Lloyd. Morrisonssigned up to the campaign when it launched back in September.
Lloyd has called for the other major supermarkets alsotosign up for the campaign and believes that the government should create leglislation to ensure retail prices remain fair and consistent.
The pricing campaign has been backed by business secretary Vince Cable, who says that fairer pricing is needed in the current economy.
He added: “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.”
Which? praised Sainsbury's, Tesco, Asda and Lidl for all making positive stepsto make their food prices clearer, despite not signing up to the campaign, but says M&S and Iceland have still not taken any action. However, M&S insists that its customers have 'no issues' with its current system.
Co-operative Food chief operating officer Sean Toal outlined the firm's plans to change its price listings in Co-operative food outlets nationwide. He explained: “Later this year, we plan to roll out enhanced shelf-edge labelling, displaying larger, clearer and more visible unit prices for products, in all of our 2,800 food stores nationwide.
“This move will enable shoppers to more easily compare the prices of similar products, so they can make more informed choices. Unit prices will also be more clearly displayed for products that are on promotion, allowing shoppers to better understand the savings that can be made.”
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