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What supermarkets and shops are doing to help with the cost of living
Free and cheap meals
Currently, you can find meal and drink discounts at the following supermarkets:
- Asda has relaunched its £1 soup with a roll and unlimited tea or coffee for over 60s until the end of February 2024.
- Morrisons has a permanent 'kids eat free' offer with every adult meal purchased over £4.49.
- Sainsbury's has a 'kids eat for £1' scheme with the purchase of any adult hot main meal of at least £5.20 (during school term time).
- Waitrose has a hot drink offer in partnership with Caffè Nero for members of its myWaitrose loyalty scheme (free to join here). You need to bring your own cup to avoid being charged for a reusable one, and make a purchase - but there's no minimum spend to get your free drink.
- Caffè Nero: MyWaitrose members who download the Caffè Nero app can get 25% off its seasonal menus, a free coffee at Nero branches when you link your myWaitrose card and make a purchase, and other offers every month.
Targeted discounts and vouchers
Asda has linked its 10% Blue Light Card discount for emergency workers to its Asda Rewards loyalty card scheme (find out more at Asda.com).
Iceland gives over-60s 10% off their shopping on Tuesdays. You need to have an Iceland Bonus Card and show a form of ID.
- Find out more: supermarket loyalty schemes compared
New or expanded value ranges
Many supermarkets and shops have launched or expanded their value ranges.
- Iceland launched a Value Essentials budget range that includes everyday items such as bread, milk and fruit, as well as meal staples.
- Morrisons relaunched its Savers range in March 2023 to include more products, and says it's more competitively priced against the discounters.
- Sainsbury's rebranded its own-label value range to Stamford Street (where its headquarters used to be) in May last year, and added 20 new items to the range. The supermarket also said it has reduced the prices of around 40 dairy products.
Find out more: which is the cheapest supermarket?
Price locks and cuts on essential items
With inflation still high, some retailers have locked down or reduced prices on specific products.
- Co-op has cut the prices of almost 200 everyday essential products exclusively for members of its loyalty programme.
- M&S introduced 65 new price cuts in January 2024, and extended its 'price lock' on over 200 products until Easter.
- Morrisons is cutting £700m in costs between 2023 and 2026 to allow it to reduce prices.
- Ocado launched the Ocado Price Promise on over 1,000 products in March 2023 to price-match the combined price of all like-for-like products you order against what you would have paid for an equivalent order from Tesco.com, including promotions and Clubcard prices.
- Sainsbury's reduced the price of its 12 own-brand toilet paper and kitchen towels range by up to 7% and introduced price cuts across its own-brand milk range in July.
- Superdrug reduced prices on more than 150 own-label products in January 2024.
Find out more: what's happening to supermarket food prices?
Interest-free food loans
Iceland has an interest-free loan scheme called the Iceland Food Club, which allows customers on a low income to apply for a pre-loaded card of between £25 and £100, with repayments set at £10 a week.
Iceland said the Food Club has helped over 23,000 families since it launched in 2022.
Remember there are risks associated with taking out credit, so you should make sure you understand how repayments work.
Tips on cooking and budgeting
Aldi has a page on its website with money-saving tips and budget-friendly recipes, and Asda also a selection of budget-friendly recipes on its site.
Iceland has introduced energy-saving cooking guidance on packaging in a joint partnership with energy firm Utilita. Utilita's Shop Smart, Cook Savvy research claims households can save £287 by using more energy-efficient appliances, with air fryers, microwaves and slow cookers said to be the most efficient.
Sainsbury’s has a ‘feed your family for a fiver’ page on its website, providing shoppers with cheap meal ideas, and Tesco has teamed up with celebrity chef Jamie Oliver to publish recipes using leftovers and unused ingredients. Tesco has shared a range of recipes that make use of 'commonly thrown away' ingredients, a recipe finder tool designed to help shoppers discover new recipes by inputting spare, leftover and unused ingredients, advice on batch-cooking, and money saving tips.
The Waitrose website has a selection of recipes that are under £2 a portion called Super Savers, such as chilli bean bowls with roasted cumin carrots or cheesy leek, chicken and pea pasta with chicken crumbs.
What to do if you're struggling to pay for food
If you need help with food and essentials, you can search for your local food bank on the Trussell Trust website. You can contact food banks directly, or you can be referred to one by Citizens Advice, Jobcentre Plus, a social worker, a medical professional or your local authority.
Your local council might also be able to help in other ways, through small loans or food vouchers.
You can read all our cost of living tips and advice for more help and guidance from our experts.
Which? calls on supermarkets to do more
Which?'s Affordable Food For All campaign is working to help the millions of households skipping meals during the cost of living crisis.
We're calling on supermarkets to commit to providing better access to budget ranges throughout the UK - including in convenience stores - and clearer pricing (e.g. easily comparable unit pricing) on all products and special offers.
Do you want to see your supermarket take action to support you through the cost of living crisis? Sign our Affordable Food For All petition
This article has been updated since it was first published.
