London, England (PRWEB) April 17, 2008

mySupermarket.co.uk announced today that it has been recognised as the major independent source of household grocery data by the UK leading supermarkets. Since the data service launched at the end of 2007, a number of retailers and brands have been buying mySupermarket data. In recent weeks, both Asda and Tesco have used mySupermarket’s independent data in high profile media campaigns to compare the prices of thousands of their products to their competitors.

Supermarkets feel the pressure

As the price-war battle heats up between the UK’s largest supermarkets, each of the stores are increasingly dedicated to provide shoppers with special offers and to be seen as price conscientious. With product prices in each supermarket constantly going up and down, it becomes very hard for consumers to track which products offer the best value within their supermarket each week, and which supermarket offers the best deal on their own trolley. Many shoppers are now solving this problem by going directly to mySupermarket and using the site’s Trolley Checker to reduce the cost of their weekly shop at their chosen supermarket

The decision to use mySupermarket data clearly indicates that it’s not only consumers that are using mySupermarket. The largest supermarkets in the UK recognise that the site provides a reliable grocery price comparison source, and that as an independent site, it is more credible in the eyes of consumers than the supermarkets’ own price comparison checkers. To add fuel to the price-war fire, the supermarkets are using mySupermarket data in their advertising campaigns on a regular basis and are actively encouraging customers to use the site to verify their claims.

Smart consumer shopping can beat pricing confusion

In light of increasing food prices and at a time where literally every penny counts, mySupermarket is not just about comparing prices between supermarkets — it’s about smart shopping within any one supermarket, and giving control of the purse strings back to the customer. With daily real-time price updates, and a free service that scans a trolley to find cheaper like-for-like product alternatives, mySupermarket guarantees its shoppers the best price for their trolley.

Johnny Stern, Director of mySupermarket.co.uk, commented: “Rising food prices mean that consumers need to make budgets go further, and many of us have wised up to the fact that there are alternative like-for-like products available sometimes at a fraction of the cost. The benefits of this are three-fold; Firstly, supermarkets are offering more competitive prices; secondly, they are using independent sources such as mySupermarket to verify these price cuts and thirdly, by simply shopping around using mySupermarket, customers can make sure that they’re getting the best value for money regardless of their chosen supermarket.”

About mySupermarket.co.uk:

mySupermarket.co.uk is an independent shopping comparison and saving website for UK supermarket shoppers.

The site allows shoppers to shop online from ASDA, Tesco, Sainsbury’s or Ocado (Waitrose). The site then compares the price of the trolley across supermarkets and suggests ways to save pounds and calories based on the contents of the trolley in each individual supermarket; before shoppers send their trolley through to the supermarket of their choice.

mySupermarket is an impartial service based on continuously updated information.

mySupermarket Ltd is a private company, owned by a group of venture capital investors and mySupermarket employees. None of the supermarkets or product manufacturers own a stake in the company.

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