Waitrose is the cheapest supermarket for a number of branded items, according to a new report.
Despite being one of the priciest supermarkets overall, several branded items at Waitrose were found to be cheaper than at other leading supermarkets, according to Which?.
For 240 branded items, including leading household names like Dove, Tilda, and Mr Kipling, Asda was the cheapest with a total cost of £795.21.
A shop at Tesco (with a Clubcard) followed at £821.67, and Morrisons with a More card came in third at £838.15.
The same shop at Waitrose was significantly more, jumping up 12.58% to £895.28. But it still came in cheaper than shops at Sainsbury’s and Tesco without loyalty cards.
Without a loyalty card, the same goods would set shoppers back £933.57 at Sainsbury’s, compared to £850.39 with a Nectar Card. Tesco without a Clubcard came in slightly cheaper at £912.56.
But Waitrose shoppers can still fill their trollies with bargain prices on a number of goods.
Sharwoods Medium Egg Noodles were priced at £1.36 at Waitrose, compared to £2.10 at Tesco for non-members, and Dolmio Bolognese Sauce Onion and Garlic cost £1.50, compared to £2.60 at most other supermarkets.
Waitrose shoppers should steer clear of buying Mr Kipling Angel Cake Slices where a standard 8-pack costs 101% more at Waitrose than at competitor Morrisons. Mr Kipling Battenberg cakes were also more expensive at Waitrose than at Tesco.
Ryvita Thins Sea Salt and Cider Vinegar also cost 79% more in comparison to buying the same product at Asda for £1.34.
The largest difference in average price in April was Colgate Plax Cool Mint Mouthwash 500ml which can be purchased for £2 at Asda, but will set shoppers back £4.50 at Tesco and Sainsbury’s without a loyalty card.
Another mouthwash, Listerine Total Care Clean Mint Antibacterial Mouthwash, also had one of the biggest price differences. The bottle cost £2.50 at Asda, but £5.60 at Sainsbury’s without a loyalty card.
Though Asda took first place for branded items, Which? regularly finds better value across goods from Lidl and Aldi. However, on account of the German-founded supermarkets only stocking a small range of branded items, they were excluded from the comparison.
Which? retail editor Reena Sewraz said: “Our latest analysis shows Asda continues to offer the lowest prices on branded groceries without shoppers needing a loyalty card.
“At the same time, the gap between the cheapest and most expensive supermarkets is growing, with some shoppers paying up to 17% more for the same basket.
“In some cases, consumers are paying double for identical products depending on where they shop and whether they have a loyalty card.”
A Waitrose spokesperson said: 'We consistently offer great value on our customers' favourite brands. This assessment only provides a snapshot, and does not take into account the wide range of promotions on other products belonging to the brands included within this analysis.'
Here’s a list of where and on what branded products you can make the biggest savings:
Waitrose
Dolmio Bolognese Sauce Onion and Garlic 450g - £1.50
Compared to £2.60 at most other supermarkets
Sharwood Medium Egg Noodles - £1.36
Compared to £2.10 at Tesco without a Clubcard
Tesco
Tilda Boil in Bag Basmati Rice (4x 62.5g, 250g) - £1
Compared to £2.15 at Sainsbury’s without a loyalty card
Pampers 1, Premium Protection New Baby Diapers (50 pack) - £4.54 (with a Clubcard)
Compared to £8.70 at the same supermarket without a Clubcard
Cadbury Dairy Milk Caramel Ice Cream cones (4 x100ml) - £2.50 (with a Clubcard)
Compared to £4.30 at Ocado
Febreeze Air Freshener Spray Cotton Fresh 185ml - £2
Compared to £3.50 at Waitrose
Mr Kipling Mini Battenbergs 5 pack - £1.70
Compared to £2.93 at Waitrose
Asda
Colgate Plax Cool Mint Mouthwash 500ml - £2
Compared to £4.50 at Sainsbury’s and Tesco without loyalty cards
Listerine Total Care Clean Mint Antibacterial Mouthwash 500ml - £2.50
Compared to £5.60 at Sainsbury’s without a Nectar card
L’Oreal Paris Elviva Bond Repair Shampoo 200ml - £6.50
Compared to £12 at Sainsbury’s and Tesco without loyalty cards
Ryvita Thins Sea Salt and Cider Vinegar - £1.34
Compared to £2.40 at Waitrose
Oral-B Pro Expert Toothpaste 75ml - £2.24
Compared to £3.95 at most other supermarkets
Philadelphia Original Soft Cheese 165g - £2.25
Compared to £2.25 at Sainsbury’s and Tesco without loyalty cards
Fairy Original Fabric Conditioner Liquid 742ml - £3
Compared to £5 at Tesco without Clubcard
Ben and Jerry’s Chocolate Fudge Brownie Ice Cream 465ml - £3.34
Compared to £5.55 at Sainsbury’s and Tesco without loyalty cards
Mr Kipling Fruit Pie Selection 6 pack - £1.99
Compared to £3.36 at Waitrose
Morrisons
Mr Kipling Angel Cake Slices 8-pack - £1.92
Compared to £3.85 at Waitrose
Dairylea Cheese Slices 8 x 150g - £1.12
Compared to £1.85 at Waitrose
Sainsbury’s
Carex Original Antibacterial Handwash - £1
Compared to £1.65 at the same supermarket without a loyalty card
Quorn Meat Free Chicken Style Pieces 300g - £1.78
Compared to £2.91 at Waitrose
