Which? response to supermarkets cutting price of bread and butter

Sue Davies, Which? Head of Food Policy, said:

“While lower prices on food staples are positive, 10p off a loaf of bread won’t make a huge difference when the overall price of a weekly shop can be as much as 25 per cent more than it was a year ago in some supermarkets.

"We keep hearing that pressures are easing but with reductions on only a handful of products so far and uncertainty about whether price cuts will even apply in smaller stores owned by the supermarket giants, shoppers are unlikely to feel much benefit.

“The UK's biggest supermarkets should lead the way by making budget ranges available in all their stores and making pricing clearer and more transparent, particularly on loyalty card offers, so consumers can easily compare prices in-store and with other supermarkets.”