Consumer champions Which? have issued a warning to Brits about overpaying for rice, a staple in many households. Their latest analysis reveals stark price differences depending on which aisle you choose in the supermarket.
Price Differences Revealed
According to Which?, rice can be found in multiple aisles at varying prices. The key to saving money is to look in the World Food aisle, where larger bags offer significantly better value. For example, at Tesco, a 500g bag of Tilda basmati rice costs £3, which is £6 per kg. However, a 5kg bag of the same Tilda rice in the World Food aisle costs just £16, or £3.20 per kg.
Switching to a different brand can yield even greater savings. Island Sun basmati rice, also available in the World Food aisle at Tesco, costs £11.50 for 5kg, equating to only £2.30 per kg. This represents a saving of £3.70 per kg compared to the smaller 500g bag of Tilda rice.
Beyond Rice: Other Savings
Which? experts point out that this principle applies to other products as well. Crushed chilli and paprika are often cheaper when bought in larger portions from the World Food aisle. For instance, a 44g jar of Sainsbury's paprika powder costs £1.10 (£2.50 per 100g), while a 400g bag of Natco paprika in the World Food aisle is just £2.20 (55p per 100g).
"When we checked (April 2026), a jar of Sainsbury's paprika powder was £1.10 for a 44g jar, which equates to £2.50 per 100g," the experts explained. "But over in the world foods aisle, a 400g bag of Natco paprika was £2.20 - just 55p per 100g."
Impact on Household Budgets
Rice is a versatile and cost-effective staple, especially for families. By choosing the right aisle, shoppers can significantly reduce their grocery bills. Which? advises consumers to compare prices across different aisles and consider buying larger bags to get the best value for money.
