Shoppers with Morrisons More card issued £1,439 warning

Each month Which? compares how much supermarkets charge for a selection of groceries. (Image: Getty)

Morrisons shoppers who use a More Card are £1,439 worse off a year than if they went to Aldi for their weekly shop instead, according to a leading consumer magazine.

Which? has found that was once again the cheapest supermarket in the past month, just ahead of rival Lidl by a few pence but beating , even for customers who are part of the supermarket’s More Card loyalty scheme.

A Which? analysis compared 100 items available across all eight supermarkets and found they would set you back £185.83 if bought at .

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Including discounts and special prices, Morrisons shoppers with a More Card would instead spend £213.49, £27.66 more for a basket of the same items.

Over a year – so 52 weeks of shops, that’s a difference of £1,438. Shoppers without a More Card face paying even more £214.92 per weekly shop, or £1,513 annually.

shoppers with a Clubcard would pay £207.66, or without a Clubcard, £213.14.

The Clubcard price means Tesco shoppers, even with the loyalty card prices factored in, would pay £21.83 more per weekly shop, or £1,135.16 over a year on average.

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Fellow discounter Lidl was close behind Aldi in January, costing only 76p more with the supermarket’s loyalty scheme Lidl Plus and 79p more without (£186.59/£186.62 on average).

That month, for a bigger shop of 210 items, Asda has beaten Tesco with a Clubcard and regained its place as one of the UK’s cheapest supermarkets. Aldi and Lidl are not included in this comparison as they have a smaller range of products than the other supermarkets.

Asda was the cheapest at £518.90, beating Tesco with a Clubcard by £10.11 (£529.01). Asda’s return to the top spot for the longer shopping list comes just days after it announced it was dropping its Aldi and Lidl price match scheme. 

The supermarket, which saw sales fall in the run-up to Christmas, has instead brought back Rollback pricing – claiming to have slashed the prices of more than 4,000 products in-store and online by an average of 25%.

It may be too early for these price cuts to have made a huge difference to Which?’s cheapest supermarket rankings this time – but it will be interesting to see what the results show next month.

Waitrose was the most expensive on average, with the bigger shop costing £592.34. 

This month, Waitrose was the most expensive supermarket for a smaller list of items, totalling £242.91 on average—a difference of £57.08 compared to Aldi—31% more.

Reena Sewraz, Which? Retail Editor said: “Our latest monthly analysis once again sees Aldi crowned as the UK’s cheapest supermarket. However, Lidl remains hot on its rival’s heels. Asda has also made up some ground after slipping back in our rankings in recent months.

“With people still feeling the effects of food inflation, they are likely looking to cut costs where they can. Our analysis shows that by switching supermarkets, consumers could save up to 23%, highlighting the advantages of shopping around where possible.”

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