It’s Easter and the supermarkets are doing all they can to attract shoppers. In fact, since our special Easter Grocer 33 mystery shop was completed Monday, many supermarkets and discounters have slashed prices on seasonal veg, with parsnips, carrots, potatoes, cabbage and swedes selling for as little as 4p – a new low – in Morrisons and Aldi.
As The Grocer went to press Asda had not entered the veg price wars, but it has led the market with its discounts on Easter eggs. Offering the cheapest price on the Maltesers and Cadbury Creme Egg Easter eggs helped Asda to come in 89p cheaper than nearest rival Tesco at £82.94 in our price comparison survey, with a further 10 items – including hot cross buns – also exclusively cheapest.
Tesco, which this week lowered the price on seven essential veg SKUs to 15p per pack, was only cheapest for the meringue nests in our survey.
With none of the cut-price veg on offer at Morrisons featuring in our survey, Morrisons was £4.75 more expensive than Asda at £87.69 – and that was despite the Bradford-based retailer coming in significantly cheaper than most of its rivals for the half leg of lamb Easter Sunday lunch centrepiece.
A fixed-price deal saw Morrisons offering a price of £6.47 per kilo. Tesco had a special £7 per kilo price for Clubcard members, while Asda’s lamb was £10 per kilo, Waitrose’s £14.66 and Sainsbury’s £17.
The high lamb price was a key factor as Sainsbury’s came in almost a tenner more expensive than Asda at £92.46. However, it was exclusively cheapest for the mint sauce to go with the lamb.
Waitrose was exclusively cheapest for the Merchant Gourmet puy lentils. But its competitiveness started and finished there. It was £24.37 more expensive than Asda overall.
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