Tesco on Wednesday said that it would change how it displays Clubcard pricing after facing criticism from consumer watch group Which?

Which? in 2023 reported Tesco to the Competition and Markets Authority (CMA), claiming that it “could be breaking the law” in failing to provide unit pricing on products with Clubcard promotion prices.

Tesco at the time said that it was “disappointed” by the claims made by Which?, and said that its price labelling had been endorsed by Trading Standards.

However, Tesco UK chief executive Jason Tarry has now published a blog stating that it would add unit pricing to Clubcard Prices labelling.

Tarry wrote: “If you are in store, you will now start to see that the way that we display our Clubcard Prices will not only show the total price, but also the unit price of the product (by volume or weight), to allow a direct comparison of the price per unit between the Clubcard Prices offer and the price of alternative products.”

The executive said that this was a change that had been planned “for some time”, adding that the changes will begin to appear on “millions of price labels on the shelf edge” as well as on Tesco’s website “over the coming weeks”.

Reacting to the news, Rocio Concha, director of policy and advocacy at Which? said: “The lack of unit pricing on Tesco’s Clubcard offers was a glaring omission and we warned that this approach could be breaking the law last summer, so it’s good to see the nation’s largest supermarket stepping up to do the right thing by making this important change.

“We look forward to seeing this rolled out quickly across all stores and online so shoppers can benefit as soon as possible. The Government also needs to now update outdated pricing rules so all shoppers can easily compare value.”

---