0:00:02 > 0:00:05There's a lot we don't know about the food on our plates,
0:00:05 > 0:00:10and the shops and the labels don't always tell you the whole story.
0:00:10 > 0:00:12I think they encourage you to buy more than you need.
0:00:12 > 0:00:14And that causes a lot of waste.
0:00:14 > 0:00:18Whether you're staying in, or going out,
0:00:18 > 0:00:21you've told us you can feel ripped off by the promises
0:00:21 > 0:00:25made for what you eat and what you pay for it.
0:00:25 > 0:00:30It makes my blood boil, because I feel like they are tricking people.
0:00:30 > 0:00:34From claims that don't stack up, to the secrets behind the packaging,
0:00:34 > 0:00:37we uncovered the truth about Britain's food,
0:00:37 > 0:00:42so you can be sure you are getting what you expect at the right price.
0:00:42 > 0:00:45Your food, your money, this is Rip-Off Britain.
0:00:48 > 0:00:52Hello, and welcome to a special series of Rip-Off Britain,
0:00:52 > 0:00:56uncovering the secrets behind something that's a huge
0:00:56 > 0:00:59part of every household's spending - our food.
0:00:59 > 0:01:02And where would we be without it? But, for the majority of us,
0:01:02 > 0:01:05food shopping equals supermarket shopping.
0:01:05 > 0:01:07The days of quaint high streets with the butcher,
0:01:07 > 0:01:09the baker, the candlestick maker
0:01:09 > 0:01:11are, for the most part, long gone, sadly.
0:01:11 > 0:01:14Instead, an astonishing three quarters of everything
0:01:14 > 0:01:18we spend on groceries is handed over to the big four supermarkets.
0:01:18 > 0:01:21Obviously, that gives them huge power, both over the people who
0:01:21 > 0:01:25supply them and, naturally, us as consumers.
0:01:25 > 0:01:27But ultimately, supermarkets are businesses
0:01:27 > 0:01:30out to make as much money as they can.
0:01:30 > 0:01:32So today, we'll be looking at some of the ways
0:01:32 > 0:01:35they've devised to part us from our cash.
0:01:35 > 0:01:39Coming up, how fresh is the fish sold in supermarkets?
0:01:39 > 0:01:41We've put some to the test.
0:01:41 > 0:01:45Now, there's something not quite right with this one.
0:01:45 > 0:01:48There are off odours. Sorry, it's off.
0:01:49 > 0:01:51And the price of convenience.
0:01:51 > 0:01:54Why should the same products cost more in
0:01:54 > 0:01:56the supermarket's smaller stores?
0:01:56 > 0:01:59It's the same company, the same brands,
0:01:59 > 0:02:02so the prices should be exactly the same.
0:02:02 > 0:02:05It's often said that nowhere in Britain is more
0:02:05 > 0:02:08than 70 miles from the sea and, of course, that means that
0:02:08 > 0:02:12fishmongers, supermarkets and restaurants can all very easily
0:02:12 > 0:02:13be stocked with fresh fish.
0:02:13 > 0:02:16But the question is, just how fresh is fresh?
0:02:16 > 0:02:19Well, as we found out, some of the apparently fresh fish
0:02:19 > 0:02:21on sale in some of the supermarkets
0:02:21 > 0:02:24have been out of the sea for longer than you might like to think.
0:02:28 > 0:02:31It's a scene that's been played out for generations.
0:02:31 > 0:02:33The ships may be bigger and some of the fish
0:02:33 > 0:02:35we eat perhaps a little different,
0:02:35 > 0:02:38but still, five mornings a week, in ports all around the coast,
0:02:38 > 0:02:41fish markets like this buzz with activity
0:02:41 > 0:02:46as tonnes of freshly caught fish are bought and sold.
0:02:46 > 0:02:4810.20, 10.30...
0:02:48 > 0:02:52Independent fishmonger Harry Bowditch has been coming
0:02:52 > 0:02:54to Brixham Fish Market most of his life.
0:02:54 > 0:02:58I have come down to Brixham today to buy the freshest fish possible.
0:02:58 > 0:03:01Everything I buy today will be sold in the shop
0:03:01 > 0:03:03within, probably, two to three hours.
0:03:03 > 0:03:07He may only be 25, but the fish business is in his genes.
0:03:07 > 0:03:09Coming from a family of fishmongers,
0:03:09 > 0:03:13Harry knows exactly what to look out for to get the freshest fish.
0:03:13 > 0:03:16This is the plaice that I've bought today.
0:03:16 > 0:03:19The colour is fantastic.
0:03:19 > 0:03:21You can see the spots.
0:03:21 > 0:03:24It looks like it's just got out of the water, as well.
0:03:24 > 0:03:26It's nice and firm
0:03:26 > 0:03:29and, you can see, it's got a stiffness towards it, as well.
0:03:29 > 0:03:313.20...
0:03:31 > 0:03:35I'm competing mainly against other fishmongers.
0:03:35 > 0:03:38I'm competing against the supermarkets, as well.
0:03:38 > 0:03:43Down here, you have probably two or three big buyers
0:03:43 > 0:03:45who will supply the supermarkets.
0:03:45 > 0:03:49Everyone just wants the best stuff possible, the freshest things.
0:03:49 > 0:03:51As you know, buying fish that has just been landed
0:03:51 > 0:03:53is a real treat -
0:03:53 > 0:03:55not least because we can tell just how fresh it is.
0:03:55 > 0:03:58But for most of us, I'm afraid, that is a treat
0:03:58 > 0:04:01reserved for holidays by the sea, whether it's at home or abroad.
0:04:01 > 0:04:04Instead, especially as more and more local fishmongers
0:04:04 > 0:04:06have closed their doors in recent years,
0:04:06 > 0:04:09we rely on the supermarkets for our fresh fish.
0:04:09 > 0:04:12But, you know what? The journey from quayside to supermarket
0:04:12 > 0:04:14can be a very long one.
0:04:15 > 0:04:19Although that's not how the supermarkets would see it.
0:04:19 > 0:04:22In ads like this, their fish counters come across as the
0:04:22 > 0:04:25modern day equivalent of the local fishmonger's shop,
0:04:25 > 0:04:28complete with expertly-trained staff.
0:04:28 > 0:04:33So with their big supply chains and distribution centres,
0:04:33 > 0:04:36how quickly would you think the supermarkets get their
0:04:36 > 0:04:38fish from markets like Brixham
0:04:38 > 0:04:40to the fish counters of stores nearby?
0:04:40 > 0:04:44And just how fresh would you expect supermarket fresh fish to be?
0:04:44 > 0:04:46About eight hours, I suppose.
0:04:46 > 0:04:49It's got to get from the sea to the shop, I suppose.
0:04:49 > 0:04:50So I'd say about eight hours.
0:04:50 > 0:04:54Within two or three days max. Max!
0:04:54 > 0:04:56I'd rather it be 24 hours, really.
0:04:56 > 0:04:59I'd say...about a day old.
0:04:59 > 0:05:02I wouldn't really want it sat there any longer than that.
0:05:02 > 0:05:04If I was looking at fresh fish, I'd want it to be that day.
0:05:04 > 0:05:07We're not right next to the sea, but we're not far away,
0:05:07 > 0:05:09so I wouldn't want it to have been hanging around
0:05:09 > 0:05:12for more than, I don't know, a day, two days.
0:05:12 > 0:05:15Well, we decided to put the freshness
0:05:15 > 0:05:17of supermarket fish to the test.
0:05:17 > 0:05:19We went shopping at one of the Taunton branches
0:05:19 > 0:05:22of each of the big four supermarkets -
0:05:22 > 0:05:24Tesco, ASDA
0:05:24 > 0:05:26Sainsbury's and Morrisons.
0:05:26 > 0:05:30We bought the same fish from the fresh fish counter in each store -
0:05:30 > 0:05:34a piece of cod, a piece of haddock, and some fish pie mix.
0:05:35 > 0:05:38We also popped to Harry's shop to pick up a couple of pieces
0:05:38 > 0:05:43of the fish he'd bought that morning at Brixham Fish Market.
0:05:43 > 0:05:47- Thank you.- Thank you very much. Bye.
0:05:47 > 0:05:50Then we rushed the whole lot on ice straight to a lab to be
0:05:50 > 0:05:55tested that same afternoon by fish quality specialist Richard Chivers.
0:05:55 > 0:05:58He's a renowned consultant who's been testing the standards
0:05:58 > 0:06:00and freshness of fish for 25 years.
0:06:00 > 0:06:04He's even done work for the supermarkets themselves.
0:06:04 > 0:06:07He'll be using one of the industry-standard ways
0:06:07 > 0:06:11of testing fish, grading them on what's called the Torry scale,
0:06:11 > 0:06:15awarding marks out of ten based on the fish's taste and smell.
0:06:15 > 0:06:18The fresher the fish, the higher the score,
0:06:18 > 0:06:21so the numbers closest to ten are always the best.
0:06:21 > 0:06:24This one was due to be eaten today.
0:06:27 > 0:06:29Oh, dear, it's not going to be good.
0:06:31 > 0:06:35So, what did Richard's highly-tuned taste buds make of our haul of fish?
0:06:35 > 0:06:39First up is the haddock from Harry's family fishmongers.
0:06:39 > 0:06:42There we have haddock.
0:06:42 > 0:06:45I'm getting shellfish, seaweed odours from this,
0:06:45 > 0:06:47bit of boiled meat, raw green plant.
0:06:47 > 0:06:51So it is a good quality fish, according to the odour.
0:06:55 > 0:06:57It's very good.
0:06:58 > 0:07:00I'll give that eight and a half.
0:07:00 > 0:07:03And what about the cod?
0:07:03 > 0:07:05What we're looking at is sweet and meaty.
0:07:07 > 0:07:09Yep, characteristic flavours.
0:07:09 > 0:07:14OK, so we're certainly looking at a nine.
0:07:14 > 0:07:15Two good scores so far,
0:07:15 > 0:07:19but how will the fish pie mix fare?
0:07:19 > 0:07:20Excellent texture.
0:07:20 > 0:07:23As long as it's got sweetness, it's more than eight
0:07:23 > 0:07:25on the Torry scoring system.
0:07:25 > 0:07:27Excellent. I'll have that.
0:07:27 > 0:07:29So, no big surprise there.
0:07:29 > 0:07:33The independent local fishmongers supplied us with VERY fresh fish,
0:07:33 > 0:07:36although they did know we were going to be testing it.
0:07:36 > 0:07:39The supermarkets had no such warning.
0:07:39 > 0:07:42So, how did their samples do in Richard's tests?
0:07:42 > 0:07:45First up is the Sainsbury's haddock.
0:07:45 > 0:07:47Bland.
0:07:47 > 0:07:48Nothing special there, I'm afraid.
0:07:48 > 0:07:50I'd give that seven and a half.
0:07:50 > 0:07:53Next, Sainsbury's cod.
0:07:53 > 0:07:54That is an excellent example
0:07:54 > 0:07:57of completely no flavour.
0:07:57 > 0:07:59Absolutely nothing there.
0:07:59 > 0:08:01Richard gave both the Sainsbury's cod
0:08:01 > 0:08:05and their fish pie mix just six each - that's the lowest score
0:08:05 > 0:08:08usually given before the fish starts to go off.
0:08:08 > 0:08:10According to the Torry scale,
0:08:10 > 0:08:12that typically means that the fish could have been
0:08:12 > 0:08:14caught as much as 11 days ago,
0:08:14 > 0:08:17and won't have very much shelf life at all.
0:08:17 > 0:08:19Up next, Tesco,
0:08:19 > 0:08:22the store that accounts for a quarter of all
0:08:22 > 0:08:23the fish sold in the UK.
0:08:23 > 0:08:26Tesco's haddock. Let's see what we've got.
0:08:28 > 0:08:30It's neutral.
0:08:31 > 0:08:33And we're getting
0:08:33 > 0:08:35a score of seven for that.
0:08:35 > 0:08:38Our piece of Tesco haddock scored seven
0:08:38 > 0:08:41and the cod sample scored six.
0:08:41 > 0:08:43Again, still good enough for sale.
0:08:43 > 0:08:46But Richard was concerned about the fish pie mix.
0:08:46 > 0:08:48Oh, dear, hmm.
0:08:48 > 0:08:52Yeah. Something not nice there.
0:08:52 > 0:08:53This is just slightly off,
0:08:53 > 0:08:55so I'm going to give it a five and a half.
0:08:55 > 0:08:57In Richard's opinion,
0:08:57 > 0:09:01the fish pie mix we bought at Tesco was very close to being off.
0:09:01 > 0:09:04Next to be tested is Asda's cod.
0:09:04 > 0:09:07It's a 6.5 or a 7 on the Torry scoring system,
0:09:07 > 0:09:11and that means it's in the neutral band of flavour.
0:09:11 > 0:09:15But unfortunately it was downhill from there.
0:09:15 > 0:09:19So now we are going into Asda's haddock,
0:09:19 > 0:09:21here we go.
0:09:21 > 0:09:23HE SNIFFS
0:09:23 > 0:09:25Now, there is something not quite right with this one.
0:09:28 > 0:09:30There are off odours. Sorry, it's off.
0:09:32 > 0:09:36Our piece of ASDA haddock scored a lowly 5.5.
0:09:36 > 0:09:38As did the store's fish pie mix.
0:09:38 > 0:09:41Both were considered to be off by Richard,
0:09:41 > 0:09:43and the figures he gave are generally only used for fish
0:09:43 > 0:09:47that either hasn't been stored well or was caught two weeks ago.
0:09:51 > 0:09:55Finally, Morrisons, whose ads have boasted about their fish.
0:09:55 > 0:09:56You've got your red mullets.
0:09:56 > 0:10:00- Oh, right. Oh, he's nice, isn't he? - You know all about mullets.
0:10:00 > 0:10:01They were named
0:10:01 > 0:10:06the Seafood Retailer of the Year in the 2013 Retail Industry Awards.
0:10:06 > 0:10:10We check the quality of every piece of fish we prepare
0:10:10 > 0:10:13so you know that when you come into store you get our very best.
0:10:14 > 0:10:17But what would Richard make of the haddock we bought there?
0:10:17 > 0:10:21It's in the neutral zone again. It's not lost all flavour,
0:10:21 > 0:10:23not cotton woolly, I would say that is a 7.
0:10:25 > 0:10:27So far so good. But what about the cod?
0:10:29 > 0:10:32Now, there is a smell in there I don't like.
0:10:32 > 0:10:37That strikes me as a little bit of off odour there. I wonder why.
0:10:38 > 0:10:40Hmm.
0:10:40 > 0:10:41It's off.
0:10:42 > 0:10:46Our sample of Morrison's cod scored just five,
0:10:46 > 0:10:49the lowest score so far.
0:10:49 > 0:10:52But when we tried to buy fresh fish pie mix from Morrisons,
0:10:52 > 0:10:54their Taunton branch had sold out,
0:10:54 > 0:10:57so we picked up a pre-packed selection from the chiller.
0:10:57 > 0:11:01This too, I'm afraid, managed just 5 on the Torry scale.
0:11:01 > 0:11:04But Richard wasn't overly impressed with what we bought from any
0:11:04 > 0:11:08of the supermarkets, and especially not with their fish pie mix.
0:11:08 > 0:11:12Only the one from Sainsbury's was what he'd class as fit to be sold.
0:11:13 > 0:11:17I personally would avoid the fish pieces cut for fish pies
0:11:17 > 0:11:20because that's sort of like the last resting place.
0:11:20 > 0:11:24And in total, Richard considered almost half of the products we
0:11:24 > 0:11:29bought from the supermarkets to be well past their best, or even off.
0:11:29 > 0:11:31Now, there are various factors that can affect what is,
0:11:31 > 0:11:34after all, a natural product.
0:11:34 > 0:11:38But low scores on the Torry Scale usually mean one of two things -
0:11:38 > 0:11:40poor storage or time out of the sea.
0:11:42 > 0:11:47We assessed 12 samples from the supermarkets and we found that
0:11:47 > 0:11:51five of those failed, so almost 50% were sour,
0:11:51 > 0:11:53which is just not acceptable.
0:11:55 > 0:11:59Obviously, we only tested a few fish, bought on one particular day
0:11:59 > 0:12:01from one branch of each supermarket.
0:12:01 > 0:12:05So what would the stores themselves make of Richard's findings?
0:12:05 > 0:12:08Sainsbury's told us that although their scores were
0:12:08 > 0:12:12within acceptable guidelines, they would expect them
0:12:12 > 0:12:16to be higher, given the efforts they make to supply quality fresh fish.
0:12:16 > 0:12:19They stress they do hundreds of their own tests every year,
0:12:19 > 0:12:24but will review these results with suppliers to ensure fish gets
0:12:24 > 0:12:26to stores in the best possible condition.
0:12:27 > 0:12:31Tesco said they pride themselves on the range and quality of their
0:12:31 > 0:12:35fish and are disappointed that that wasn't reflected in our results.
0:12:35 > 0:12:38They too will review them with suppliers.
0:12:39 > 0:12:41Meanwhile, ASDA said they were shocked
0:12:41 > 0:12:44at our results as, again, they pride themselves on the quality of
0:12:44 > 0:12:50their fresh fish, which they stress has recently won a number of awards.
0:12:50 > 0:12:53And finally, Morrisons reiterated that a number of reasons can
0:12:53 > 0:12:55lead to different Torry scores,
0:12:55 > 0:12:59including time out of the sea and how the fish is stored.
0:12:59 > 0:13:02They said that, like most supermarkets, they stock cod and
0:13:02 > 0:13:06haddock caught around Iceland and Norway, where there's more of it.
0:13:06 > 0:13:09And they have a programme of measures to ensure the fish
0:13:09 > 0:13:12reaches the UK in as little time as possible.
0:13:12 > 0:13:16But if you want to make sure the fish you choose at the supermarket
0:13:16 > 0:13:20is the freshest, Richard has advice on what to look for.
0:13:20 > 0:13:22If you are looking for fish on the counter,
0:13:22 > 0:13:24you look at their eyes.
0:13:24 > 0:13:26See if they're glossy, they haven't sunk in.
0:13:26 > 0:13:29They want to be convex, sticking out.
0:13:29 > 0:13:33The skin, likewise, it doesn't want to be dried and corrugated,
0:13:33 > 0:13:36If it's a fillet, it wants to look blue, translucent,
0:13:36 > 0:13:38as though you can see into it.
0:13:38 > 0:13:40Once it goes white,
0:13:40 > 0:13:44then you are saying, "Hmm, not so much flavour in this one."
0:13:49 > 0:13:54Now, how much more should you expect to pay for convenience?
0:13:54 > 0:13:57I think it's rather fair to expect that your local independent
0:13:57 > 0:14:00corner shop, rather like this one, might charge a bit more for
0:14:00 > 0:14:05some items than the big supermarkets do, but these days many of our
0:14:05 > 0:14:09neighbourhood stores are no longer independent. Very often, they are
0:14:09 > 0:14:14just smaller branches of those same big name supermarkets and they're
0:14:14 > 0:14:19selling exactly the same products and yet at rather higher prices.
0:14:19 > 0:14:22So we've done a bit of shopping of our own to see just how big
0:14:22 > 0:14:24the price difference can be
0:14:24 > 0:14:27and to find out why it is that price promises of some of the
0:14:27 > 0:14:32supermarkets may actually count for nothing at all on your own doorstep.
0:14:34 > 0:14:38There's a new front line in the battle of the British supermarkets.
0:14:38 > 0:14:41And this time, it's on your street.
0:14:41 > 0:14:45In the '80s and the '90s, when the large supermarket chains
0:14:45 > 0:14:48started opening their superstores in out of town shopping centres,
0:14:48 > 0:14:52they were effectively turning their back on the high street.
0:14:52 > 0:14:56The race for space saw humble superstores become vast
0:14:56 > 0:15:01hypermarkets. Some, like Britain's biggest store in Milton Keynes,
0:15:01 > 0:15:05far exceeding 100,000 square feet.
0:15:05 > 0:15:08That's the same size as almost 50 single tennis courts.
0:15:08 > 0:15:12But now with tighter regulations which actually regulate
0:15:12 > 0:15:16the size and the number of those superstores and out of town shopping
0:15:16 > 0:15:20centres, they're coming back and they're opening their convenience
0:15:20 > 0:15:24stores right here in the heart of towns at the rate of one a week.
0:15:25 > 0:15:29From Sainsbury's Local to Tesco Express.
0:15:29 > 0:15:32Little Waitrose to Morrisons Local.
0:15:32 > 0:15:34These smaller stores are leading
0:15:34 > 0:15:37the supermarkets' latest push for expansion.
0:15:37 > 0:15:41In the last financial year, market leader Tesco cut the ribbon
0:15:41 > 0:15:46on 144 new Tesco Expresses, but just 20 larger stores.
0:15:47 > 0:15:51Sainsbury's opened 87 of its Local stores last year,
0:15:51 > 0:15:54and soon they'll have more convenience stores
0:15:54 > 0:15:55than supermarkets.
0:15:57 > 0:16:00But while it may be a familiar name above the door, and the stores
0:16:00 > 0:16:04will sell the same products as they do in their bigger branches,
0:16:04 > 0:16:08there can be one key difference when you shop in these smaller outlets.
0:16:08 > 0:16:11And that's the amount you'll pay.
0:16:11 > 0:16:12Which is perhaps a surprise
0:16:12 > 0:16:15because the big supermarkets have all made a commitment to
0:16:15 > 0:16:18charge exactly the same price for their goods wherever you
0:16:18 > 0:16:23are in the country - a policy often referred to as uniform pricing.
0:16:23 > 0:16:26What it means is that if you buy a can of beans
0:16:26 > 0:16:29and a packet of frozen peas, in Newcastle,
0:16:29 > 0:16:33you'll pay exactly the same in Newquay.
0:16:33 > 0:16:35The catch is that you have to be buying them
0:16:35 > 0:16:38from exactly the same sized store.
0:16:39 > 0:16:44The same doesn't apply when shopping in the smaller local stores.
0:16:44 > 0:16:48So whilst supermarket ads like these may talk about their price
0:16:48 > 0:16:51promise and great offers, you may end up paying
0:16:51 > 0:16:53more for shopping here...
0:16:53 > 0:16:55than here.
0:16:55 > 0:17:00To test out exactly how much more, we went shopping for 25 typical
0:17:00 > 0:17:05convenience store items - from bread and milk, to tea bags and fruit.
0:17:05 > 0:17:08We started in convenience stores run by Sainsbury's, M&S
0:17:08 > 0:17:11and Tesco in and around Manchester.
0:17:11 > 0:17:14Then we headed to the same chain's nearest big
0:17:14 > 0:17:17supermarket to see how the prices compared.
0:17:17 > 0:17:19So, right in the centre of Manchester is
0:17:19 > 0:17:23one of the largest Marks and Spencer's in the country,
0:17:23 > 0:17:27And just half a mile up the hill is this M&S Simply Food.
0:17:27 > 0:17:31M&S was the first big chain to introduce smaller convenience
0:17:31 > 0:17:35stores, opening their first Simply Food in 2001.
0:17:35 > 0:17:40But certainly, on our shopping trip, that convenience had a price.
0:17:43 > 0:17:45Of the items in our basket sold in both stores,
0:17:45 > 0:17:49one product - these M&S own label tea bags -
0:17:49 > 0:17:52was actually a penny cheaper in the smaller store than the main one.
0:17:52 > 0:17:56But for most other items, we paid more.
0:17:56 > 0:18:01This M&S Cheddar cheese was 15 pence pricier in the smaller store.
0:18:01 > 0:18:03This minced beef was 20p more,
0:18:03 > 0:18:08and we paid 26 pence more in the smaller store for this pizza.
0:18:08 > 0:18:13In total, our shopping bag cost us £1.67 more than in the bigger store
0:18:13 > 0:18:15just half a mile away.
0:18:15 > 0:18:17So is that a premium that shoppers are happy to pay?
0:18:19 > 0:18:21Yeah, I would say it matters to me.
0:18:21 > 0:18:24I would go the extra length to go to the cheaper M&S
0:18:24 > 0:18:27down the street to save a bit of money. Every little helps.
0:18:27 > 0:18:30Yeah, I don't know why they have to make it more expensive,
0:18:30 > 0:18:34just to be, like, 10 minutes down the road. It's just a bit greedy.
0:18:34 > 0:18:37For our next price check, we headed to Sale,
0:18:37 > 0:18:40about six miles from Manchester city centre.
0:18:40 > 0:18:44On the main road is this Sainsbury's Local, but less than half
0:18:44 > 0:18:50a mile along the same road is this bigger, fully fledged Sainsbury's.
0:18:50 > 0:18:54This time, only seven of the items on sale in both stores were
0:18:54 > 0:18:56the same price.
0:18:56 > 0:19:00The stores are barely any distance apart but you'll pay more to
0:19:00 > 0:19:05shop local - with higher prices for identical packs of Sainsbury's
0:19:05 > 0:19:11eggs, cheese, orange juice, pizza, pasta, baked beans and more.
0:19:11 > 0:19:14And it's the same story when it comes to branded goods.
0:19:14 > 0:19:17This jar of coffee cost us 31p more in the smaller store.
0:19:19 > 0:19:25Overall, our basket was a total of £1.87 more in the Local store
0:19:25 > 0:19:28than it was in the main Sainsbury's.
0:19:28 > 0:19:30I think it's appalling.
0:19:30 > 0:19:33I think it's taking advantage of people, the fact that they can't go
0:19:33 > 0:19:35and travel, shop around, even.
0:19:35 > 0:19:39So what about market leader, Tesco?
0:19:39 > 0:19:44There are now 1,547 Tesco Express stores across the UK.
0:19:44 > 0:19:48This is Didsbury, six miles south of Manchester city centre.
0:19:48 > 0:19:50It's home to this Tesco.
0:19:50 > 0:19:55And, just a mile up the road, is this Tesco Express.
0:19:55 > 0:19:5818 of the 25 items in our shopping were more
0:19:58 > 0:20:00expensive in the Tesco Express.
0:20:00 > 0:20:04The rest, staples like milk, own label bread
0:20:04 > 0:20:07and this bag of apples, cost exactly the same.
0:20:07 > 0:20:13But overall, our shopping cost £2.49 more than in Tesco's main store.
0:20:13 > 0:20:18And it was in the Tesco Express that we found the biggest single
0:20:18 > 0:20:19differences in price.
0:20:19 > 0:20:23If the Didsbury locals fancy a cooked breakfast one morning,
0:20:23 > 0:20:27both this pack of bacon and these six eggs each cost 44p more
0:20:27 > 0:20:30than they did in the big shop up the road.
0:20:32 > 0:20:35When these mini versions of the big supermarkets started opening up,
0:20:35 > 0:20:39they were certainly quite a novelty and they did give consumers
0:20:39 > 0:20:42a choice alongside the traditional corner shop.
0:20:42 > 0:20:45But as these big names have tightened their grip
0:20:45 > 0:20:49on the high street, shouldn't consumers expect to be able
0:20:49 > 0:20:52to pay exactly the same price for the goods
0:20:52 > 0:20:57when they see a familiar name, regardless of the size of the shop?
0:20:58 > 0:21:02So, we asked M&S, Tesco and Sainsbury's just that.
0:21:02 > 0:21:06They all said pretty much the same thing, that smaller stores
0:21:06 > 0:21:09have bigger operating costs and longer opening hours.
0:21:09 > 0:21:12So they couldn't offer the convenience of these
0:21:12 > 0:21:15locations without adding a small premium.
0:21:15 > 0:21:19They insist the differences are minimal and some reiterated
0:21:19 > 0:21:22the cost of most staples would be the same in any sized store.
0:21:24 > 0:21:26Shopping expert, John Powell, says that
0:21:26 > 0:21:29while the stores take care not to make the discrepancies too big,
0:21:29 > 0:21:33they can justify the differences in price.
0:21:33 > 0:21:37The reason the big supermarkets charge different prices at different
0:21:37 > 0:21:41sorts of stores is because they can and they can make more money.
0:21:41 > 0:21:45The high street location per square foot will be a lot more expensive.
0:21:45 > 0:21:48It's harder to run a shop like that, it's harder to get deliveries in,
0:21:48 > 0:21:52it might be more difficult to get staff to come and work short term shifts.
0:21:52 > 0:21:55There's a whole number of different variables, so what the retailer
0:21:55 > 0:21:58does is they balance their costs across the business.
0:21:58 > 0:22:02But that's not quite the end of the supermarket story.
0:22:02 > 0:22:05Later in the programme we'll be proving it's possible to shop
0:22:05 > 0:22:08locally without paying the premium.
0:22:08 > 0:22:11And we'll reveal the secret behind one increasingly common
0:22:11 > 0:22:15convenience store which isn't all that it seems.
0:22:19 > 0:22:23When a product is marketed as being a cut above the rest there's usually
0:22:23 > 0:22:28a bigger pricetag and that applies to food as much as anything else.
0:22:28 > 0:22:31In recent years, all the big supermarket chains have tried to bring us
0:22:31 > 0:22:35a taste of affordable luxury by launching deluxe premium brands,
0:22:35 > 0:22:38a little more costly than the economy alternatives,
0:22:38 > 0:22:41but why not when you're getting something a little bit special?
0:22:41 > 0:22:44Or, that's what you think.
0:22:44 > 0:22:47But are those top-end ranges always quite as good as they seem?
0:22:50 > 0:22:52To paraphrase one famous store's old ads,
0:22:52 > 0:22:57"this isn't just a lasagne, this is a premium lasagne."
0:22:59 > 0:23:04"This isn't just a bottle of orange juice, it's a premium bottle of orange juice."
0:23:04 > 0:23:07"And these..." well, you get the picture?
0:23:10 > 0:23:12Whether it's Finest, Taste the Difference,
0:23:12 > 0:23:17Extra Special or any number of other exclusive-sounding brands,
0:23:17 > 0:23:20when you buy from a supermarket premium range, you feel you're
0:23:20 > 0:23:26treating yourself to the very best as ads like these love to suggest.
0:23:26 > 0:23:29Go on, Taste the Difference. Here you go, mate.
0:23:29 > 0:23:30Hm...what's the occasion?
0:23:30 > 0:23:33Dinner with you. Isn't that occasion enough?
0:23:33 > 0:23:35Supermarkets have premium ranges
0:23:35 > 0:23:40because it's their fightback against the national brands.
0:23:40 > 0:23:45They want to occupy as much of their shelf space with products
0:23:45 > 0:23:49which give them the most amount of profit as opposed to manufacturers
0:23:49 > 0:23:51and brands for which they get less profit.
0:23:52 > 0:23:55And that's been quite a revolution.
0:23:55 > 0:23:58Because it's really not so long ago that supermarket own label
0:23:58 > 0:24:03products was seen as the cheap alternative to the big-name brands.
0:24:03 > 0:24:07Indeed, in 1993, Tesco seemed to embrace that reputation
0:24:07 > 0:24:10when it launched its value range with ads like this.
0:24:11 > 0:24:13So in the true spirit of the 90s,
0:24:13 > 0:24:17Tesco now have a range of 100 quality family essentials with
0:24:17 > 0:24:21the meanest, tiddliest, most tight-fisted prices possible.
0:24:22 > 0:24:25Tesco...every little helps.
0:24:25 > 0:24:30Hot on the heels of Value, Tesco was then the first supermarket to spot
0:24:30 > 0:24:34the potential of premium products too and launched its finest range.
0:24:34 > 0:24:37Soon, other supermarkets followed suit
0:24:37 > 0:24:41and that meant the own label range now had three distinct levels.
0:24:41 > 0:24:45The budget one, the regular one and the posh one.
0:24:46 > 0:24:49And almost two decades later, they're such an important
0:24:49 > 0:24:52part of the supermarket's business, that Asda even called in the skills
0:24:52 > 0:24:57of a big-name cookery school to help formulate their Extra Special range.
0:24:57 > 0:25:01But what do shoppers make of all that choice?
0:25:01 > 0:25:05It looks better, the packaging is better so we're kidded into thinking it is better.
0:25:05 > 0:25:08The cheap ones, we don't like to buy the cheaper ones.
0:25:08 > 0:25:12The two dear ones, price-wise we'd rather go for the middle range.
0:25:12 > 0:25:14Yeah, we would, wouldn't we?
0:25:14 > 0:25:16Quality's probably about the same I would say, as well.
0:25:16 > 0:25:19You don't choose the value because you think it looks a bit dodgy,
0:25:19 > 0:25:22but then you choose the mid-range but probably if you got them both
0:25:22 > 0:25:25out the box and tasted them both they probably taste the same anyway.
0:25:25 > 0:25:28I would go for posh, purely because I think if it's ready meal,
0:25:28 > 0:25:31it's going to have a better quality product inside it.
0:25:31 > 0:25:34And the cheaper one, I would imagine is probably...
0:25:34 > 0:25:36Well, you don't know where it's come from, really.
0:25:36 > 0:25:40If you bought a value cottage pie, and you bought
0:25:40 > 0:25:44a top-of-the-range cottage pie, you can see the difference.
0:25:44 > 0:25:46Never the value.
0:25:46 > 0:25:50Maybe the posh, you just get what you pay for, don't you?
0:25:50 > 0:25:54While the supermarkets now have a choice of own label meals to
0:25:54 > 0:25:58suit every shopper, marketing experts said they're using all sorts
0:25:58 > 0:26:02of clever techniques to make sure it's the premium one we want to buy.
0:26:03 > 0:26:07Some of the techniques retailers use is to put those premium brands
0:26:07 > 0:26:10right at eye level on the shelf.
0:26:10 > 0:26:13This means it's the first thing the consumer sees
0:26:13 > 0:26:16and if they want to search for something else,
0:26:16 > 0:26:20then they have to spend extra valuable seconds to find that.
0:26:20 > 0:26:22But, there's a secret snob inside all of us
0:26:22 > 0:26:25and the stores can use other tactics to bring it out,
0:26:25 > 0:26:29even when it's the cheaper product we think we want to buy.
0:26:29 > 0:26:33Now, in austerity Britain, sure, many of us,
0:26:33 > 0:26:36we have to buy and we're happy to buy the value product.
0:26:36 > 0:26:41But on the other hand, they might be doing very little trick, it's called decoy pricing.
0:26:41 > 0:26:43And decoy pricing is this,
0:26:43 > 0:26:48I'll put a lower price of a very similar product up on the shelf
0:26:48 > 0:26:51and people will look at that product and think,
0:26:51 > 0:26:54"Ah, there's a premium one right next to it,
0:26:54 > 0:26:59surely my family's worth a few extra pence?" And get the premium one.
0:26:59 > 0:27:02And if that still doesn't convince you to buy premium,
0:27:02 > 0:27:08or at least the mid-range option, well take a look at how the cheaper range is often packaged.
0:27:08 > 0:27:14With some value products, the design or the packaging is really quite garish.
0:27:14 > 0:27:17You might think it's to show you, the consumer that it is indeed
0:27:17 > 0:27:20a value products so you can go straight for it.
0:27:20 > 0:27:22The other way of looking at it, is that
0:27:22 > 0:27:26when you put a value product in your shopping trolley or basket,
0:27:26 > 0:27:34and the other consumers can see that, it kind of says, "they can't afford the better product."
0:27:34 > 0:27:40From a psychological point of view, that may be just enough to tip you over to buy the premium version.
0:27:41 > 0:27:47But if it's not, the design of the premium packaging might help make up your mind.
0:27:47 > 0:27:50Regardless of what's actually in the product the packaging
0:27:50 > 0:27:56or silent salesperson, as we sometimes call it, communicates quality,
0:27:56 > 0:28:00food sophistication and stimulates the senses often by using dark,
0:28:00 > 0:28:03rich, luxurious colours, sensual, visual images
0:28:03 > 0:28:07and very alluring ways of describing the food.
0:28:07 > 0:28:11But once you've got behind the posh packaging, are you actually
0:28:11 > 0:28:16getting a posher product to make it worth paying the higher price?
0:28:16 > 0:28:19Particularly with the luxury brands, people expect a luxury feel,
0:28:19 > 0:28:23so quite often manufacturers will add extra cream, extra butter,
0:28:23 > 0:28:28extra salts, extra sugar to them to get those rich tastes.
0:28:28 > 0:28:32Fat ads something called mouth feel, it gives you a very creamy,
0:28:32 > 0:28:35very rich taste and texture to that food.
0:28:35 > 0:28:37So adding lots of fat, people will perceive that as very
0:28:37 > 0:28:39luxurious when they take a mouthful.
0:28:40 > 0:28:45In terms of sugar, what the manufacturers are looking for is something called the bliss point.
0:28:45 > 0:28:48So, something where you pick up a sugary product
0:28:48 > 0:28:52and it's not too sweet, but it's just sweet enough for you to
0:28:52 > 0:28:55say, that really hits the spot, that's really good.
0:28:57 > 0:29:00Those richer tastes give your ready meal a touch of class,
0:29:00 > 0:29:03but the flipside of that is it mean some of them
0:29:03 > 0:29:06come with higher levels of salts, sugar and fat.
0:29:06 > 0:29:10So, the cheaper, economy range, while maybe more basic,
0:29:10 > 0:29:13could in some cases, be considered slightly healthier.
0:29:14 > 0:29:18But how many of us would realise that and how many might assume
0:29:18 > 0:29:23it's the classier products that would have less sugar, salt and fat?
0:29:23 > 0:29:26I went to Birmingham's Bullring Market to find out.
0:29:26 > 0:29:32Which was the healthiest one in terms of saturated fat?
0:29:32 > 0:29:37I'd probably go for these ones because they look a bit more healthier than those two.
0:29:37 > 0:29:42- Here we go, I feel like I'm facing an expert.- I'd have the everyday one.
0:29:42 > 0:29:47Yes, well... You've chosen right. They are in fact the healthy ones.
0:29:47 > 0:29:51You'd go with the most expensive one, wouldn't you really?
0:29:51 > 0:29:54Looking at the packaging, the words "Extra Special" and "Finest"
0:29:54 > 0:29:57allure you that it's better ingredients.
0:29:57 > 0:30:00So do these better ingredients always mean that the premium products
0:30:00 > 0:30:03taste better than their cheaper counterparts?
0:30:03 > 0:30:09Well, in the past taste test comparisons have come up with some interesting results.
0:30:09 > 0:30:14For example, when Good Housekeeping magazine tested various types of Christmas pudding,
0:30:14 > 0:30:20Sainsbury's more basic own brand version came out better than its Taste the Difference pud.
0:30:20 > 0:30:24And in 2011, the consumer group Which? found it hard to spot
0:30:24 > 0:30:28the difference between premium and budget versions of plain yoghurt
0:30:28 > 0:30:31and vegetables, some of which could even have come from the same farm.
0:30:33 > 0:30:36We asked Sainsbury's, Asda, Morrison's
0:30:36 > 0:30:40and Tesco about their premium and value ranges.
0:30:40 > 0:30:42And they told us similar things.
0:30:42 > 0:30:45They said all the own brand ranges give customers
0:30:45 > 0:30:48choice for different occasions and budgets.
0:30:48 > 0:30:51Their premium ranges feature specially chosen quality
0:30:51 > 0:30:55ingredients and all of their products are labelled with
0:30:55 > 0:30:59clear, nutritional information so customers can make informed choices.
0:30:59 > 0:31:02Sainsbury's also told us that all their products whatever
0:31:02 > 0:31:05the range maintain the same standards.
0:31:07 > 0:31:09We all need the occasional treat.
0:31:09 > 0:31:12Which is why these more expensive meals have become so popular.
0:31:14 > 0:31:16But if they don't always guarantee a better taste and
0:31:16 > 0:31:20they certainly don't offer a better price perhaps you shouldn't be
0:31:20 > 0:31:23so quick to rule out buying the cheaper alternatives you'll
0:31:23 > 0:31:26find on the same supermarket shelf.
0:31:26 > 0:31:30When you go for a premium product versus a value product,
0:31:30 > 0:31:33my tip is this.
0:31:33 > 0:31:35Look out for the price difference.
0:31:35 > 0:31:40It might not be as steep as you think. Check it.
0:31:40 > 0:31:43Just take a little bit of time, look at the ingredients, look
0:31:43 > 0:31:48at something on the packaging that substantiates that price difference.
0:31:48 > 0:31:52Because if it isn't there then you could be losing out on money,
0:31:52 > 0:31:56quality and quite frankly the brand that you would have preferred
0:31:56 > 0:31:58to have bought in the first place.
0:32:03 > 0:32:06Now earlier in the programme we revealed just how much more
0:32:06 > 0:32:08it can cost you
0:32:08 > 0:32:11if you're shopping in the smaller branches of Sainsbury's,
0:32:11 > 0:32:15Marks and Spencer's and Tesco's than it would be in their bigger supermarkets.
0:32:15 > 0:32:19They all charge more in their convenience stores for exactly
0:32:19 > 0:32:24the same items and as they like to tell us, "Every little helps",
0:32:24 > 0:32:26so are those extra pennies that we lose
0:32:26 > 0:32:30when we are shopping local a price really worth paying?
0:32:33 > 0:32:35Our shopping experiment saw us
0:32:35 > 0:32:39buy the same 25 staple foods first of all in big supermarkets.
0:32:39 > 0:32:43Then in the same chains' smaller local branches.
0:32:43 > 0:32:46And every time overall, our basket cost us
0:32:46 > 0:32:48more in the convenience stores.
0:32:48 > 0:32:52It's great that they're there for convenience,
0:32:52 > 0:32:56but ideally it could be cheaper for the consumer.
0:32:56 > 0:33:00No. It's not fair, it should be one price right across the board
0:33:00 > 0:33:03It's the same company, the same brands,
0:33:03 > 0:33:05so the prices should be exactly the same
0:33:05 > 0:33:06If they could just make things
0:33:06 > 0:33:11a bit more reasonably priced then I think they could probably benefit.
0:33:12 > 0:33:15The big stores told us the higher prices are necessary
0:33:15 > 0:33:19because it costs more to run smaller shops.
0:33:19 > 0:33:22But it seems you don't agree.
0:33:22 > 0:33:23We've done a quick
0:33:23 > 0:33:27and very unscientific straw poll amongst shoppers in Manchester,
0:33:27 > 0:33:30the city where earlier we compared all those prices.
0:33:30 > 0:33:33Of the 50 people we spoke to,
0:33:33 > 0:33:37only five said they were happy to pay a bit more for convenience.
0:33:37 > 0:33:41The other 45 all thought that identical products should
0:33:41 > 0:33:44have identical prices in shops belonging to the same store
0:33:44 > 0:33:46regardless of their size.
0:33:47 > 0:33:50They're buying in bulk.
0:33:50 > 0:33:53The same warehouse supplies the major and the minor stores
0:33:53 > 0:33:55so why have two different prices?
0:33:55 > 0:34:00Maybe their rates or overheads are more expensive in some stores
0:34:00 > 0:34:02and that's why they charge more, I don't know,
0:34:02 > 0:34:06but obviously it's not good, and we as consumers don't like it.
0:34:06 > 0:34:09That means I have to go the extra mile just to go somewhere
0:34:09 > 0:34:13that's cheaper, but I would definitely be willing to do it.
0:34:13 > 0:34:16Now of course it's to be expected that consumers will always say
0:34:16 > 0:34:17they want to pay less.
0:34:17 > 0:34:21But our shoppers' outrage didn't mean they'd be prepared to
0:34:21 > 0:34:23stop buying at the smaller stores.
0:34:23 > 0:34:26When we asked how far they'd be willing to walk to get
0:34:26 > 0:34:30cheaper prices from a supermarket's bigger store rather than pay
0:34:30 > 0:34:33more at a local branch, they were much more divided.
0:34:33 > 0:34:36A quarter of the people we asked said they would only be
0:34:36 > 0:34:39prepared to walk for a maximum of three minutes to pay less.
0:34:39 > 0:34:43They really wouldn't go the extra mile to save some pennies.
0:34:43 > 0:34:45It's just reality really isn't it?
0:34:45 > 0:34:48If you want convenience you're going to have to pay for it.
0:34:48 > 0:34:52And that's the attitude driving the explosion of the convenience store market.
0:34:52 > 0:34:57The supermarkets know that in the end we will pay extra.
0:34:57 > 0:34:59In 2012, the number of planning applications
0:34:59 > 0:35:04for supermarket-owned convenience stores was double that of 2010.
0:35:04 > 0:35:08Sainsbury's Tesco and M&S were joined by latecomers to the
0:35:08 > 0:35:12party, Waitrose and Morrisons, keen to cash in on a market that's
0:35:12 > 0:35:16likely to be worth £40 billion pounds by 2015.
0:35:17 > 0:35:21And it did initially seem as if one of those stores was going to do
0:35:21 > 0:35:22things differently.
0:35:22 > 0:35:26This was the chief executive of Morrisons when they
0:35:26 > 0:35:30opened their first M Local store in Ilkley, West Yorkshire in 2011.
0:35:30 > 0:35:33Customers today are time pressed,
0:35:33 > 0:35:36the cost of fuel is very high so people can get in here
0:35:36 > 0:35:40conveniently, they can get dinner tonight and then they can get home.
0:35:40 > 0:35:43He went on to pledge that all fresh food in their convenience
0:35:43 > 0:35:47stores would cost the same as in their main shops, making
0:35:47 > 0:35:53the smaller stores were up to 11 per cent cheaper than their rivals.
0:35:53 > 0:35:55Is that a promise that they've kept?
0:35:59 > 0:36:04The company will have opened more than 200 M Locals by 2015.
0:36:05 > 0:36:09But when we asked Morrisons Head Office if they were still committed
0:36:09 > 0:36:13to offering all their fresh products at the same price in bigger
0:36:13 > 0:36:18and smaller stores, they could only say that "many" of their prices are the same.
0:36:18 > 0:36:22Meanwhile if you're shopping for a bargain, keep in mind that
0:36:22 > 0:36:26market leaders Tesco and Sainsbury's specifically exclude
0:36:26 > 0:36:29their smaller, local branches from some of their best deals.
0:36:29 > 0:36:33Look carefully at the small print in TV ads for price promises
0:36:33 > 0:36:36and brand matches and you'll see that in their convenience
0:36:36 > 0:36:39stores those offers don't always apply.
0:36:39 > 0:36:42If they're offering a price promise
0:36:42 > 0:36:47it should be across all stores. It's a bit misleading really.
0:36:47 > 0:36:50So it's clear all supermarkets are not necessarily equal.
0:36:50 > 0:36:53Even if they share the same name.
0:36:53 > 0:36:56But when we were checking out those convenience stores,
0:36:56 > 0:36:59we also discovered a couple of rather surprising
0:36:59 > 0:37:01things about another local shop.
0:37:01 > 0:37:05One that's opening up new branches right across the UK.
0:37:05 > 0:37:08Now that's a sign that you can see all over the country.
0:37:08 > 0:37:11In fact there are some 600 of them nationwide.
0:37:11 > 0:37:15Which means that there are now more One Stop local shops than
0:37:15 > 0:37:18there are Sainsbury's Locals, Morrisons Locals
0:37:18 > 0:37:20and Little Waitroses all put together.
0:37:20 > 0:37:24But how many of us know the name of the major supermarket chain
0:37:24 > 0:37:26that lies behind the logo?
0:37:26 > 0:37:28- I can't say that I do no. - No.
0:37:28 > 0:37:31I don't know, I have no idea.
0:37:31 > 0:37:35This red, white and blue logo is actually owned by that other
0:37:35 > 0:37:39and much more well known red, white and blue logo - Tesco.
0:37:39 > 0:37:42But I do wonder how many of One Stop's regular customers
0:37:42 > 0:37:47realise that Britain's biggest retailer actually took over
0:37:47 > 0:37:50the One Stop chain over a decade ago in 2003.
0:37:50 > 0:37:53But you know Tesco are not usually very shy about flying
0:37:53 > 0:37:57the company flag so how come there isn't a single sign on the
0:37:57 > 0:38:01One Stop shop front that indicates that it's part of the Tesco family?
0:38:01 > 0:38:05I wonder could it have anything at all to do with the price
0:38:05 > 0:38:08tags on the One Stop shelves?
0:38:08 > 0:38:14Earlier when we compared prices we paid £2.49 more for a
0:38:14 > 0:38:19basket of identical goods in Tesco Express than in a main Tesco store.
0:38:19 > 0:38:22But when we checked the same goods in One Stop
0:38:22 > 0:38:27overall our basket didn't cost as much as in Tesco Express.
0:38:27 > 0:38:32Some items were the same price in One Stop and the big
0:38:32 > 0:38:36and small Tescos - things like milk, apples and bananas.
0:38:36 > 0:38:40And while some things did cost us more, there were other goods
0:38:40 > 0:38:44that cost us less in One Stop than in Tesco Express.
0:38:44 > 0:38:47This jar of coffee, for example, was the same
0:38:47 > 0:38:50price in One Stop as at the big Tesco.
0:38:50 > 0:38:54And this pasta sauce was a little bit cheaper at One Stop than
0:38:54 > 0:38:56it was at Tesco Express.
0:38:56 > 0:39:00Better still - this packet of biscuits cost us
0:39:00 > 0:39:04less at One Stop than it did not just at the Express store
0:39:04 > 0:39:06but at the main Tesco shop too.
0:39:08 > 0:39:11So just how can Tesco, who'd earlier told us that there
0:39:11 > 0:39:14were higher costs involved in running their smaller stores,
0:39:14 > 0:39:19charge less in their seemingly "hidden" convenience brand One Stop?
0:39:19 > 0:39:21Well they told us that, quite simply,
0:39:21 > 0:39:24One Stop is a "separate business" to Tesco.
0:39:24 > 0:39:27And that its different distribution networks
0:39:27 > 0:39:31and different cost bases account for the difference in prices.
0:39:31 > 0:39:35You might have thought that if both companies were
0:39:35 > 0:39:38separate it would be Tesco, the one with bigger muscle
0:39:38 > 0:39:41and buying power, that was better able to negotiate lower prices.
0:39:41 > 0:39:45Not the smaller store with fewer branches.
0:39:45 > 0:39:48But it seems that's not always the case.
0:39:48 > 0:39:52And meanwhile we're still left with a variety of different
0:39:52 > 0:39:56prices between shops that share the same name.
0:39:56 > 0:39:59Back in 2008, all the big supermarkets assured
0:39:59 > 0:40:02the Competition Commission that they operate a national pricing
0:40:02 > 0:40:05policy and do charge consumers the same
0:40:05 > 0:40:09prices for products in stores that are the same size.
0:40:09 > 0:40:14So why can't we have a national pricing policy for the
0:40:14 > 0:40:17convenience stores in the same way as we do for the large stores?
0:40:17 > 0:40:20Certainly many of the consumers that we spoke to said that was
0:40:20 > 0:40:22exactly what they did want.
0:40:22 > 0:40:26But so far none of the industry bodies or the regulators
0:40:26 > 0:40:30are looking into it and they're certainly not pushing for it.
0:40:30 > 0:40:34So the best advice, for the time being at least, is to remember
0:40:34 > 0:40:40that handy though it undoubtedly is, sometimes convenience costs.
0:40:44 > 0:40:48Here at Rip-Off Britain we're always ready to investigate
0:40:48 > 0:40:52'more of your stories and not just about food.
0:40:52 > 0:40:56'Are you confused over your bills or just trying to wade your way
0:40:56 > 0:40:58'through never-ending small print?'
0:40:58 > 0:41:01When they sit you down to sign up, they don't really give you
0:41:01 > 0:41:04the chance or the time to read through all of that small print.
0:41:04 > 0:41:08'Maybe you're unsure what to do when you discover that you've lost out
0:41:08 > 0:41:12'and that great deal has ended up costing you money.'
0:41:12 > 0:41:17These people have ripped me off, well and truly.
0:41:17 > 0:41:20' Or you might have a cautionary tale of your own
0:41:20 > 0:41:23'and want to share the mistakes you made with us.'
0:41:23 > 0:41:27You can always write to us at:
0:41:33 > 0:41:37Or you can send us an e-mail to:
0:41:39 > 0:41:43'The Rip-Off team is ready, willing and waiting to investigate your stories.
0:41:45 > 0:41:48Clearly most of us rely on the big supermarkets
0:41:48 > 0:41:50and their smaller offshoots
0:41:50 > 0:41:52for the speed and convenience they offer.
0:41:52 > 0:41:55And with the major chains engaged in what seems like a never-ending price
0:41:55 > 0:42:00war, that can undoubtedly have real benefits for all of us as consumers.
0:42:00 > 0:42:02But in all the talk of price promises
0:42:02 > 0:42:05and great value it is easy to forget that just
0:42:05 > 0:42:09because something says it is a special deal doesn't mean it is.
0:42:09 > 0:42:11So don't be dazzled by all those offers,
0:42:11 > 0:42:13however fabulous they may appear.
0:42:13 > 0:42:15I promise I'm not going to be dazzled by any of it.
0:42:15 > 0:42:18But do make sure you take a really good look at what you're
0:42:18 > 0:42:21getting before being tempted to part with your cash.
0:42:21 > 0:42:23And on that note that's where we have to leave it for today.
0:42:23 > 0:42:27We will be back though very soon investigating more of your stories.
0:42:27 > 0:42:29But until then, happy shopping...
0:42:29 > 0:42:30Happy Eating!
0:42:30 > 0:42:34- Indeed, so from all of us at the Rip-Off team, bye-bye.- Bye.