Supermarkets Slammed Over Multi-Buy Deals

Supermarket mult-deals can end up not saving consumers money, according to a new report.

Consumer watchdog Which? monitored more than 100 hundred products on sale over the course of a year at Britain's biggest supermarkets.

It found that many deals were put on products that were increased in price.

One example was Goodfella's Deep Pan Baked Pizza, which more than doubled in price at Asda when on multi-buy.

Another was Nestle Munch Bunch Yogurt at Tesco and Sainsbury's which, over a year was either £1 or two-for-£2. Meaning either way the yogurt still cost the same.

Waitrose were also accused of having misleading offers in their stores.

"With household budgets squeezed and rising food costs among the top worries for consumers," Which? said in a statement.

"It's all the more important that stores make it as easy as possible for people to spot the best value products."

Multi-deals have become increasingly popular with Britain's largest supermarkets. Out 115 products looked at by Which? 43% were on offer during the first part of 2012.

But it seems the public are getting wise to this kind of pricing tactic - with 73% of those asked saying they prefer discounts to multi-buy offers.

The food shop is among people's biggest weekly expenses, with increases in the price of food seen as the second largest contributor to last week's rise in inflation.

However, supermarkets have defended their promotions strategy.

"Customers tell us they want low prices, not a strategy that gives with one hand and takes with the other, we're making sure the cost of the weekly shop is consistently low, with no surprises," Asda said.

Meanwhile Sainsbury's added: "We never seek to mislead our customers."

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