Supermarkets Charging Over £660 Per Kilo for Dried Parsley
An investigation found that basic grocery items are being priced significantly higher than luxury goods like caviar and truffles.
Supermarkets are charging shoppers prices for basic grocery items that far exceed the cost of luxury goods such as caviar and truffles, an investigation by The Mail on Sunday has revealed. Dried herbs, children's snacks, and fruit teas were found to be priced at more than £660 per kilogram.
According to the findings, a small 3g jar of Schwartz dried flat parsley was priced at £2, equating to over £666 per kilogram. This price is more than five times the cost of Lemberg's Pink Salmon Caviar, which sells for £129 per kilogram. The report noted that the same dried herb can be purchased from UK wholesalers for approximately £7 per kilogram.
Other examples cited include Kiddylicious Apple & Broccoli Munchy Sticks, priced at £109.38 per kilogram, despite their primary ingredients being rice and corn flour. This is contrasted with Lindt's Lindor Extra Dark Chocolate truffles, containing 70% cacao, which cost £37.50 per kilogram. Pukka's Organic Night Time Chamomile & Lavender tea was found to be priced at £237.50 per kilogram, while fresh summer truffles from a premium dealer cost £158 per kilogram.
Consumer expert Martyn James suggested that manufacturers are able to overcharge by leveraging prominent in-store displays, which he stated is facilitated by their financial influence. He indicated that shoppers, in a rush to complete their shopping, may purchase items without scrutinizing their value, allowing companies to set prices based on consumer willingness to pay rather than actual product value.
The investigation focused on Tesco, the UK's largest supermarket chain, but indicated that similar pricing patterns are present at other retailers. A Tesco spokesperson stated the company's commitment to maintaining affordable food prices for its customers. The brands mentioned in the investigation did not respond to requests for comment.