WHAT PRICE BRAND LOYALTY?

Proving that shoppers who just fill up their trolley at one supermarket, as all the supermarkets love them to, are seriously paying over the odds, we recently did a quick comparison of prices on just two very basic fresh items.

At budget store Aldi a large swede, and a large head of broccoli were both available at 39pence, against a smaller swede at nearby Sainsburys for 89pence (or 128% more) where a smaller head of broccoli was 99pence (or 154% more)

Investment bank UBS has warned British shoppers that the supermarkets are raising food prices faster than inflation.

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