Asda was the cheapest supermarket for branded groceries in April

Asda was the cheapest on average for our list of branded groceries for the third month in a row, widening the gap with the most expensive supermarket.

Sainsbury's, without a loyalty card, was the most expensive on average for our list in April, which included 240 popular branded groceries such as Heinz beans, Nescafé coffee and Mr Kipling cakes. 

If you’re attached to your branded groceries, from butter and bread to coffee and cakes, read on to find out how much extra you might pay by shopping at the different supermarkets.  

Asda cheapest for branded goods

Asda was the cheapest supermarket for branded groceries in April, with the list of products coming to £795.21. It widened the gap with Sainsbury's without a loyalty card, which was 17% pricier (up from 15% more last month). 

Supermarkets that offer loyalty schemes were the next cheapest for the month, with members receiving significant discounts compared with non-members. Tesco with a Clubcard (£821.67) and Morrisons with a More Card (£838.15) were, on average, 3.33% and 5.4% more expensive than Asda, respectively.

Meanwhile, Morrisons without a loyalty card (£839.18) managed to beat Sainsbury’s with Nectar (£850.39), showing again that you don't always need to join a loyalty scheme to get good prices. 

Shopping at Sainsbury’s without a Nectar loyalty card (£933.57) was the most expensive way to buy our branded list, at 17% more on average than Asda. Tesco without a Clubcard (£912.56) was nearly 15% more than Asda. Without a loyalty card, both were more expensive than high-end Waitrose (£895.28) and Ocado (£871.31).

• Find out more: the best supermarkets in 2026, rated by customers.

The impact of loyalty card pricing

There were 179 products from Sainsbury’s on loyalty promotion through the month of our analysis, 144 at Tesco and five at Morrisons. None of the products on our list were part of a loyalty promotion at Waitrose.

While most people are part of a membership scheme, some customers may be unwilling to sign up to loyalty cards for reasons such as data privacy, and others have no choice due to unfair eligibility criteria. 

Currently, Tesco customers under 18 can't sign up for a Clubcard, but the supermarket recently said it would review this before the end of the year.

Asda and Ocado don’t have member-only pricing.

• Find out more: huge win for shoppers as Tesco reviews unfair Clubcard policy.

The products with the biggest price differences

We’ve compared the average price of branded groceries across supermarkets in April, including loyalty discounts where applicable, and identified the products with the largest percentage difference between the cheapest and most expensive supermarkets. 

On average, Colgate Plax Cool Mint Mouthwash (500ml) saw the biggest difference between the highest and lowest price. It was at its lowest price on average at Asda (£2) and was most expensive at Sainsbury's and Tesco without loyalty cards, where it was £4.50.

Ocado and Sainsbury's (without Nectar) weren't the cheapest for any of our examples this month. 

• Find out more: see how the supermarket loyalty schemes compare.

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What did the supermarkets say?

Each supermarket included in our price analysis was given the right to reply to our specific examples.

A Morrisons spokesperson said: 'Morrisons remains committed to providing good, honest value and we’re working hard to keep our prices down and competitive so our customers can spend less while still enjoying the quality Morrisons is famous for. In addition, our More Card members can earn Five More Points on every product in store, online and in Morrisons Daily stores and also benefit from personalised offers and money-off coupons on the things they buy the most of. Customers to our Cafés can also take advantage of a range of offers such as our Kids Eat Free promotion, which runs every day, or free refills on all hot drinks.'

A Sainsbury’s spokesperson said all the specific examples Which? highlighted as being most expensive at Sainsbury’s were cheaper on Nectar Prices, adding: ‘Our customers know a good deal when they see one, with 85% of sales involving a Nectar card. We are committed to delivering outstanding value on the products people buy the most, including over 700 products in the biggest Aldi Price Match on the market and our own‑brand value lines.'

A Waitrose spokesperson said: 'We consistently offer great value on our customers' favourite brands. This assessment only provides a snapshot, and does not take into account the wide range of promotions on other products belonging to the brands included within this analysis.'

• Find out more: Aldi Price Match scheme secrets.

Where are Aldi and Lidl?

Our research has shown that the discounters offer good value, and are consistently the lowest priced in our monthly cheapest supermarket analysis, which includes a large number of own-label products and a handful of branded items. 

We couldn’t include Aldi and Lidl in this analysis because they don’t stock the same range of branded goods as the non-discounter supermarkets.

• Find out more: the cheapest supermarket of the month.