A supermarket price comparison has revealed that shoppers could be paying nearly double for the same branded items depending on where they shop. One person bought seven identical products from eight different supermarkets and found significant price variations.
The Experiment
The shopper purchased Cathedral City Mature Cheddar, Nescafe Gold Blend 190g, Lurpak Spreadable 250g, Coca-Cola Zero 2L, Warburtons Half & Half 800g, Persil Non Bio 35 washes, and Heinz Baked Beanz BBQ 290g from ASDA, Iceland, Morrisons, Tesco, Sainsbury's, Ocado, Waitrose and Co-op.
Price Differences
ASDA charged just £2.50 for Cathedral City Mature Cheddar, while Co-op charged £4.65 for the same item. Nescafe Gold Blend cost £5.75 at some stores but £9.85 at Waitrose — more than 70% higher. Lurpak butter varied by up to £1.35, and Coca-Cola Zero was about £1 cheaper at Iceland than at Co-op.
ASDA and Iceland were consistently the cheapest, while Co-op and Waitrose were the most expensive, sometimes nearly double. A shopper buying all seven items at Co-op instead of shopping around could spend £8 to £10 more.
Shopper Reactions
Commenters defended Waitrose, noting its Essentials range meets high welfare standards and staff are paid better. Others argued that frugal shoppers often buy own-brand products or look for offers, making direct comparisons less straightforward. One pointed out that Co-op price matches Aldi on staples like milk and bread for a £1 membership fee.
