Tesco has announced it will change how it displays prices on its Clubcard deals in stores and online, following criticism from consumer group Which?. The supermarket will now show the price per unit alongside the total price, aiming to make it easier for shoppers to compare deals.
Which? had previously claimed that Tesco could be breaking the law by not displaying unit prices on Clubcard offers, making it difficult for customers to assess value. Tesco challenged these claims but has now decided to implement the changes, which it said had been planned for some time.
Tesco UK chief executive Jason Tarry stated that over the coming weeks, price labels in all stores will be updated, and unit prices will also be added to Clubcard deals online. Which? director Rocio Concha welcomed the move, noting that clear pricing is essential when some consumers are struggling to afford meals.
The Tesco Clubcard is a loyalty scheme offering discounted prices to members. Which? had reported Tesco to the Competition and Markets Authority (CMA) last June, citing unclear pricing on items like ketchup. At the time, Tesco said it complied with all rules and called Which?'s claims 'ill-founded'.
Sarah Taylor, food and beverage regulation partner at Keystone Law, noted that while the change is welcomed, it may present challenges for products with short shelf lives or meal deals involving multiple items. The move comes as food prices remain high despite a recent monthly fall.
