Elinor Zuke
Elinor Zuke data editor at The Grocer.
She covers pricing and promotions, our weekly Grocer 33 mystery shopping survey, and data-led stories.
She first joined The Grocer in 2010 and rejoined in June 2025, having been news editor of Insurance Times and a communications consultant for financial services firms.
Contact info
- Tel:
- 01293 846572
- Email:
- Elinor.Zuke@thegrocer.co.uk
NewsAsda removes over 4,000 SKUs in simplification drive
Asda is well advanced on its ambitions to remove 5,000 SKUs from its shelves as part of an effort to simplify its shelves and supply chain
NewsOne in five UK households place online grocery orders
Data from Worldpanel by Numerator shared with The Grocer shows 20.6% of households placed online grocery orders in November, up from 19.0% in November 2024
RankingsFrozen - ice cream 2025: Pre-spinoff Magnum sees bumper year
Magnum’s handheld ice creams raked in an extra £38m – the biggest absolute gain in the category
Grocer 33Asda wins cheapest supermarket in both premium and budget Christmas baskets
This week’s Grocer 33 basket was designed for shoppers looking to host Christmas without breaking the bank
Grocer 33Asda is cheapest supermarket in our premium Christmas 33 price comparison survey
Guest retailer M&S was cheaper than Waitrose
NewsThree quarters back frozen food temperature rise to –15°C
New research shared exclusively with the Grocer from the Move to –15°C coalition found that 74% of the population were unaware of its campaign to raise the temperature of frozen food across the supply chain from –18°C to –15°C
NewsChristmas adverts matter to supermarket shoppers, research finds
A poll of 973 adults by The Harris Poll shows 71% of adults say it’s important that the supermarkets they shop with make a Christmas ad that makes them feel good about the brand
Grocer 33Asda edges out its rivals to continue winning streak as cheapest supermarket
Asda cleaned up on exclusively cheapest SKUs. It had 11, while Sainsbury’s managed four, Tesco one, and Morrisons and Waitrose none
NewsMajor soft drinks brands duck sugar levy extension in compromise deal
Under the compromise proposals, plans to toughen the threshold of the tax to include drinks with more than 4g of sugar per 100ml have been amended to 4.5g
NewsDairy industry welcomes ‘lactose allowance’ in sugar tax change
The government has today announced that the sugar tax will now include milk-based and milk substitute drinks
Grocer 33Asda wins cheapest supermarket – but is just 3p cheaper than Morrisons
Asda was the only retailer where our basket cost more than last week or last month
NewsFruit and mint flavours dominate vape sales
Fruit flavours have accounted for 30.4% of vape sales since June’s disposable vape ban, followed by fruit and mint fusion and mint flavours
Analysis & FeaturesSupermarket price wars: how are rivals answering Asda’s cuts?
Tesco has ramped up its pricing fightback against Asda, cutting 3,352 SKUs in a month as the supermarket giant defends its market share
Grocer 33Asda wins cheapest supermarket but Tesco gives it run for its money
The gap between Asda and two of its rivals was narrower than Allan Leighton’s target margin
Comment & OpinionIs ditching Rainforest Alliance a bananas move for Innocent?
Companies’ own certification schemes don’t resonate as strongly with customers. And Innocent didn’t even announce the change
NewsInnocent drops Rainforest Alliance bananas from UK smoothies
Innocent Drinks has quietly removed Rainforest Alliance-certified bananas from its UK smoothie range, ending a partnership that lasted at least 20 years, The Grocer can reveal
Grocer 33Tesco intensifies price cuts to fend off rivals winning cheapest online supermarket
In a very tight week, only £1.95 separated Tesco and sixth-placed Ocado
Analysis & FeaturesOut of the frying pan… why nitrite-free is yet to take off
It’s been a decade since a landmark report linked nitrites in processed meat to cancer. So why has progress been so slow?
Grocer 33Tesco basket falls 11% as it meets Asda pricing fire with fire
Tesco and Sainsbury’s baskets both fell 11% month on month to match Asda price war manoeuvres
Grocer 33Tesco mystery shop wins battle of 30,000 sq ft supermarkets
This week’s stores were all as close as possible to a mid-size 30,000 sq ft and the winner hails from the market town of Dorchester, Dorset with a winning score of 85