Supermarkets hit back over Which? report on pricing

Top UK supermarkets have rejected the findings of a report that accuses them of misleading and inconsistent pricing that could cost customers over £1bn a year.

In a "super-complaint" to the Competition and Markets Authority, Which?, the consumer organisation, claimed the flurry of discounts and special schemes offered by the supermarkets was a way to disguise inflated prices and smaller sizes.

Which? has filed a 24-page dossier on a range of practices - from "dodgy multi-buys" to shrinking products - after attempts for the past seven years to alert retailers to such tactics, it said.

The CMA has 90 days to respond to the complaint.

Tom Ironside, director of business and regulation with the British Retail Consortium trade body, said: "The examples set out are very specific in nature and are not in any way indicative of broader systemic problems across the retail industry. With thousands of products and special offers in store every day, errors may from time to time occur, however these are rare in nature and are resolved quickly by the retailer concerned."

Specific complaints from Which? included criticism of Waitrose's pricing of its 'Heston from Waitrose' hot cross buns.

The Which? complaint says different and confusing pricing tactics makes it impossible for customers to decide on a fair deal, particularly when they are in a rush or buying numerous items of low value.

The organisation has legal powers under the Enterprise Act 2002 to formally raise matters that might be significantly harming consumer interest with regulators.

Which? executive director Richard Lloyd said: " . . . these dodgy offers remain on numerous supermarket shelves. Shoppers think they're getting a bargain but in reality it's impossible for any consumer to know if they're genuinely getting a fair deal.

"We're saying enough is enough and using one of the most powerful legal weapons in our armoury to act on behalf of consumers by launching a super-complaint to the regulator. We want an end to misleading pricing tactics and for all retailers to use fair pricing that people can trust," he added.

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