A Which? Magazine survey claims today that shoppers are being ripped off when buying premium fruit and vegetable lines in the big four.
The survey of 2,645 shoppers scrutinised the fresh produce offer at Asda, Morrisons, Sainsbury's and Tesco, and concludes the prices charged for up-market ranges of fruit and vegetables are largely based on minor cosmetic differences, rather than a significantly enhanced taste profile.
It also argues that supermarket budget ranges are just as healthy as the premium products, saying that Value or Basics packs of fresh fruit and veg are far cheaper, yet often as tasty and nutritious as "prettier" premium range produce.
According to Which?, Tesco Value oranges work out at 68p per kilo, while a similar size pack of Jaffa oranges is £1.69, a price gap of almost 150 per cent. Also at Tesco, Value new potatoes are 25p per kilo, while the regular offer sells for more than double that, at 51p a kilo.
At Sainsbury's a pack of Basics apples works out at 14p each, while Gala apples are 23p or Braeburns would be 30p each. The store's Basics tomatoes are £1.18 per kilo, while the standard versions are £1.28 and its top of the range 'vine ripened' option is £7.16 per kilo.
Sainsbury's has countered that the premium prices charged for its premium lines are justified because the products require different growing techniques and varieties, and farm yields are often lower. Tesco is reported as saying its buyers travel the globe to find the best fresh produce for its more expensive ranges.
