UK supermarket chains Aldi, The Co-operative, Waitrose, Morrisons pledge to improve shelf labels to allow consumers to more easily compare product prices; commitment includes displaying consistent unit prices on regularly priced and sale items

Cindy Allen

July 31, 2013 (The Herald) – Four supermarket chains have pledged to improve their shelf labels following a campaign to allow consumers to easily compare the price of products.

Aldi, The Co-operative and Waitrose committed to improving food labels after Morrisons signed up to a campaign by the Which? consumer group last year.

Which? called on supermarkets to end hard-to-read and inconsistent labelling last year, arguing it confuses consumers and makes it hard to find the best deals.

A survey by the watchdog found 78% of consumers shop around for the best price for groceries and 43% compare prices in stores.

Under the commitment, supermarkets must display a consistent unit price, include the unit price of food items on promotion and ensure labels are clearly visible.

Which? executive director Richard Lloyd said: "Hard-pressed shoppers want to know at a glance what the cheapest deal is without having to get their calculators out, so it's a win for consumers that four major supermarkets have committed to improving their labels.

"The remaining supermarkets should now follow suit and listen to the thousands of people that have backed the campaign.

"We want the Government to simplify pricing legislation so that retailers and manufacturers can make food prices even easier to compare."

Business Secretary Vince Cable said: "I welcome the positive steps taken by supermarkets to help consumers get the best value. Clearer prices and promotions will be a big help for consumers who want to be more savvy. More transparency will boost competition and help support a stronger economy.

Labour's shadow environment secretary Mary Creagh said: "Big retailers must make sure shoppers are able compare prices and products easily. This will put pressure on those retailers who have yet to act."
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