According to a new analysis by consumer experts at Which, Asda has been named the UK's most affordable supermarket for big-name branded items such as Heinz and Cadbury. The research compared prices of 241 popular branded products across multiple retailers, including Kellogg's, Nescafé, and Mr Kipling, and found Asda to be the cheapest overall.
Which supermarkets are cheapest for big brands?
The study excluded Aldi and Lidl as they do not stock enough branded goods. Which monitored prices daily for a month to calculate average costs. Asda's total for all items was £813.16 in March 2026, undercutting Tesco with Clubcard (£824.62) and Sainsbury's with Nectar (£849.08). Asda was 1% cheaper than Tesco Clubcard and 4% cheaper than Sainsbury's Nectar prices.
Total shelf price of 241 branded groceries:
- Asda: £813.16
- Tesco (with Clubcard): £824.62
- Sainsbury's (with Nectar): £849.08
- Morrisons (with More Card): £857.89
- Morrisons: £860.03
- Ocado: £889.43
- Waitrose: £902.83
- Tesco: £911.64
- Sainsbury's: £933.82
Morrisons with a More card closely followed Sainsbury's at £857.89, while Morrisons without the loyalty discount came fifth at £860.03. Ocado, which sells M&S products, ranked sixth (£889.43), followed by Waitrose (£902.83). Tesco and Sainsbury's without loyalty cards were the most expensive, at £911.64 and £933.82 respectively. The analysis highlights a significant price gap for shoppers who cannot or choose not to use loyalty cards due to data privacy concerns or eligibility issues.
Which noted that the 241 products were not meant to represent a typical basket but were chosen to provide robust evidence across each supermarket's range. This is the second consecutive month Asda has topped the ranking.
Expert comment
Reena Sewraz, retail editor at Which, said: 'Our latest analysis shows Asda beats the UK’s biggest loyalty schemes to be the cheapest for branded goods for the second month running. Meanwhile, shoppers without a membership at Tesco or Sainsbury’s are being charged up to 15% more than the cheaper option, which can make those shops more expensive than Waitrose. If you’re loyal to specific brands, the current market is a bit of a lottery. You could easily end up paying double for the same jar of coffee or bag of rice, depending on where you shop. While membership cards offer targeted discounts, Asda’s straightforward pricing is proving more reliable for fans of big brands who want to keep their grocery bills under control without the need for a card.'
Products with the biggest price differences
- Tilda Boil In Bag Basmati Rice 4x62.5g 250g – Lowest: £1 (Tesco), Highest: £2.15 (Sainsbury's), difference: 115%
- Nescafé Azera Americano Instant Coffee 90g – Lowest: £3.50 (Tesco Clubcard), Highest: £7.25 (Sainsbury's/Tesco without Clubcard), difference: 117%
- McCain Lightly Spiced Potato Wedges 650g – Lowest: £1.37 (Tesco), Highest: £2.75 (Sainsbury's), difference: 101%
- L'Oreal Paris Elvive Hyaluron Pure Hydra Conditioner 300ml – Lowest: £4.12 (Tesco Clubcard), Highest: £8 (Ocado), difference: 94%
- Febreze Air Freshener Spray Cotton Fresh 185ml – Lowest: £2 (Tesco), Highest: £3.50 (Waitrose), difference: 75%
- Twinings Everyday Tea Bags 80 bags – Lowest: £3.21 (Waitrose), Highest: £5.61 (Morrisons), difference: 75%
- Cadbury Dairy Milk Caramel Ice Cream Cones 4x100ml – Lowest: £2.61 (Asda), Highest: £4.50 (Ocado), difference: 72%
- Filippo Berio Classic Olive Oil 500ml – Lowest: £4.98 (Asda), Highest: £8.51 (Waitrose), difference: 71%
What do the retailers say?
A Sainsbury's spokesperson said: 'More than four in five of the items flagged in this report were cheaper on Nectar Prices, and our customers know a good deal when they see one. We are committed to delivering outstanding value on the products people buy the most, including over 700 products in the biggest Aldi Price Match on the market and our own-brand value lines.'
A Tesco spokesperson added: 'It is no surprise that Clubcard Prices deliver great value for customers, and with more than 80% of sales involving a Clubcard, there are millions of people taking advantage of this every week. However, shoppers can also get great value on thousands of products without using their Clubcard thanks to our combination of Aldi Price Match and Everyday Low Prices.'
A Waitrose spokesperson commented: '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.'
