Asda has been named the UK's cheapest supermarket for branded food and drink items for the fifth consecutive month, according to consumer magazine Which?. Its analysis of 232 popular branded groceries—including Heinz beans, Nescafé coffee, and Mr Kipling cakes—found that Asda's average total cost was £783.31 throughout June.
Price Differences Exceed 100%
The research revealed a huge price range on branded products, with shoppers paying more than double for identical items depending on the retailer and whether they used a loyalty card. Which? found that some everyday household items were subject to price differences of more than 100% across major supermarkets in June.
Listerine Total Care Clean Mint Antibacterial Mouthwash (500ml) recorded the largest variation, costing an average of £2.80 at Tesco with a Clubcard but £6.00 at Tesco without one—a difference of 114%. Other products with price disparities of around 100% included Philadelphia Original Soft Cheese, Mr Kipling Angel Cake Slices, and L'Oreal Paris Elvive Hydra Conditioner (300ml).
Loyalty Cards Drive Savings
Tesco shoppers using a Clubcard paid £804.68, Sainsbury's customers with a Nectar card paid £812.61, and Morrisons More card holders paid £814.92—making them the next cheapest after Asda. However, shoppers without loyalty cards faced significantly higher costs: Tesco (£895.03), Sainsbury's (£903.40), Waitrose (£871.69), and Ocado (£844.22). Shopping at Sainsbury's without a Nectar card was the most expensive option overall, costing 15% more than Asda.
Which? noted that 167 products from Sainsbury’s were on loyalty promotion through June, 136 at Tesco, and six at Morrisons. None of the items in the analysis were subject to loyalty discounts at Waitrose. Asda and Ocado do not operate member-only pricing in the same way.
Consumer Advice
Natalie Hitchins, Which? Head of Home Products and Services, said: "With many households still facing intense financial strain and bracing for predicted price hikes in the coming months, every penny counts. Our research has previously found that 'discount loops' on certain branded items are now so frequent that shoppers should never actually pay full price for them. To avoid being caught out, consumers need to be aware of big price fluctuations, compare value across different products, and check rival retailers to ensure they are getting a genuine deal."
While Aldi and Lidl are regularly the cheapest supermarkets overall, they were excluded from this branded grocery analysis because they do not stock a sufficiently wide range of branded products.
