A shopper has revealed the staggering price differences for the same branded items across eight major UK supermarkets. The comparison, which included ASDA, Iceland, Morrisons, Tesco, Sainsbury's, Ocado, Waitrose and Co-op, showed that customers could pay nearly twice as much for certain products depending on where they shop.
The Products Compared
The shopper purchased seven identical branded items: Cathedral City Mature Cheddar, Nescafe Gold Blend 190g, Lurpak Spreadable 250g, Coca-Cola Zero 2L, Warburtons Half and Half 800g, Persil Non Bio 35 washes, and Heinz Baked Beanz BBQ 290g.
Key Findings
ASDA offered the cheapest Cathedral City Mature Cheddar at just £2.50, while Co-op charged £4.65 for the same product – a difference of £2.15. Coffee lovers faced an even starker contrast: Nescafe Gold Blend 190g cost £5.75 at the cheaper end but £9.85 at Waitrose, which is over 70% more. Lurpak Spreadable 250g varied by £1.35 between Iceland and Ocado versus Waitrose, and Coca-Cola Zero 2L was about £1 cheaper at Iceland than at Co-op.
Overall Cost Differences
ASDA and Iceland consistently offered the best value for branded goods, while Co-op and Waitrose were the most expensive, sometimes costing almost double. A customer buying all seven items from Co-op instead of shopping around could spend approximately £8 to £10 more for the same products.
Shopper Reactions
Commenters on the comparison shared mixed views. One defended Waitrose, noting that its 'Essentials' range meets high welfare and sourcing standards and that the retailer pays staff better than ASDA or Iceland. Another argued the comparison was 'disingenuous', saying frugal shoppers often look for offers or buy own-brand items. A third pointed out that upmarket own-brands compete with branded products, making the comparison less direct. A fourth mentioned that Co-op price-matches Aldi on staples like milk, eggs, and bread, but requires a £1 membership.
