asda cheapest supermarket branded goods

Which? just dropped its latest monthly supermarket price comparison, and Asda came out on top for branded goods — beating Tesco and Sainsbury's even when loyalty card prices are factored in. That's the second consecutive month Asda has held that position, which makes it a genuine trend rather than a one-off result. The Filippo Berio olive oil comparison went viral for good reason: the same 500ml bottle costs £4.98 at Asda versus £8.51 at Waitrose — a £3.53 gap that Sky News called 'taking the mickey.' With household budgets still stretched from years of food inflation, any concrete data showing where to save money on name brands people actually want to buy cuts through immediately.

Which? runs these price checks monthly across major UK supermarkets, comparing like-for-like branded products — not own-label substitutes. The results matter because millions of British shoppers use Tesco Clubcard and Sainsbury's Nectar to unlock lower prices, so beating those loyalty rates is a meaningful benchmark, not just a headline. Aldi and Lidl have dominated the 'cheapest supermarket' conversation for years, but their advantage is mostly in own-brand products — this comparison is specifically about branded goods where shoppers don't want to switch. Asda has been aggressively cutting prices since its partial acquisition by TDR Capital and the Issa brothers, and this ranking suggests that strategy is actually working. For writers, the story isn't just Asda winning — it's that the loyalty scheme model at Tesco and Sainsbury's is being outrun by straightforward shelf pricing.