Tesco has been forced to make a major change on how it displays its deals following complaints it could be breaking the law.
The supermarket was accused of potentially "breaking the law" after failing to present unit pricing – such as the price per 100g – on products with Clubcard promotion prices.
Consumer group Which? has reported Tesco to the UK competition watchdog, the Competition and Markets Authority (CMA).
The supermarket giant previously said its Clubcard prices promotions were reviewed by Trading Standards which "formally endorsed" its price labelling.
Tesco has been forced to make a major change on how it displays its deals following complaints it could be breaking the law
PA
It also said that it was "disappointed" by the "ill-founded claims" by Which?
Shoppers can use unit prices to compare the best value for products.
This week, Tesco’s UK chief executive Jason Tarry wrote in a blog: "If you are in store, you will now start to see that the way that we display our Clubcard Prices will not only show the total price, but also the unit price of the product (by volume or weight), to allow a direct comparison of the price per unit between the Clubcard Prices offer and the price of alternative products.
"This is something that we have been planning to do for some time, and I am really pleased that we are ready to make the change.
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"Over the coming weeks, these changes will appear in all our stores, as our colleagues update millions of price labels on the shelf edge.
"We will also be adding these unit prices to our Clubcard Prices deals online."
Rocio Concha, Which? director of policy and advocacy, said: "Which? has campaigned through the cost-of-living crisis for supermarkets to make pricing clearer so shoppers can easily find the best value deals at a time when so many have struggled to put food on the table.
"The lack of unit pricing on Tesco’s Clubcard offers was a glaring omission and we warned that this approach could be breaking the law last summer.
The supermarket was accused of potentially 'breaking the law' after failing to present unit pricing
GETTY"So it’s good to see the nation’s largest supermarket stepping up to do the right thing by making this important change.
"We look forward to seeing this rolled out quickly across all stores and online so shoppers can benefit as soon as possible.
"The Government also needs to now update outdated pricing rules so all shoppers can easily compare value."