Why as consumers are we surprised by this, we have always know that ‘offers’ may not be what they appear, but with all the major supermarkets doing the same thinks as a consumer we can’t win. We need clear basic consumer labelling, offer price, pre offer price, unit cost under offer and unit cost not under offer. But I understand unit cost means nothing, this also is an area that needs adjustment to match the item unit cost, 500g of cheese should be price at the same unit value, offer and pre offer. We currently have it valued at . of kg’s.
All we ask is fair pricing across the board of all major supermarkets. We know that the price between them does not differ that much, but we should know if offers are cheaper or more expensive. To reduce food waste, make us aware as consumers that the price of some 2 for 1 or 3 for 2 may not be cheaper, and also review all shelf life dates, we buy and waste more food than ever before because people read and believe the labels.
We need a full review of food manufacturers, food labelling, supermarket promotions and labelling and most importantly the consumers understand of food labelling.
http://m.bbc.co.uk/news/business-20543107
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