The big online supermarkets have given a warm welcome to the new grocery price comparison website

The site, which went live on Wednesday, compares the price of a weekly shop at online grocery sites Tesco, Asda, Sainsbury's and Ocado before transferring the user's order to the website of their chosen retailer for payment.

A spokesman for Asda said: "At last, a customer-facing price checker that will show customers what we've known for years, that Asda is Britain's best value supermarket. We're sure it will get more customers shopping with us online."

A spokeswoman for Sainsbury's said: "We're confident that our customers will continue to appreciate the price, range and quality of our online offer. "

A Tesco spokeswoman said: "We welcome anything that highlights the benefits and low prices that UK supermarkets deliver."

Is new e-tail site all it's cracked up to be, page 31?