How to never pay full price for these supermarket favourites

Consumer group Which? tracked discounts across major UK retailers on thousands of grocery items between March 2025 and March 2026 and found that many branded products are nearly always on offer somewhere.

The year-long analysis covered Asda, Morrisons, Ocado, Sainsbury’s, Tesco, and Waitrose.

Cereal, orange juice and chocolate biscuits are among the items most likely to be on promotion, with Which? finding that shoppers rarely need to pay full price if they’re willing to shop around.

UK supermarket rankings in 2026

The data revealed that Kellogg’s Special K, Tropicana Orange Juice, and Fox’s Chocolate Biscuits were discounted at one or more supermarkets 99 per cent of the year.

Wine was also frequently on offer, including well-known brands such as Yellow Tail merlot and Taittinger champagne.

Other products with near-constant discounts included Jammie Dodgers, Penguin bars, Mini Cheddars, Twiglets, Kettle Chips and Onken yoghurt.

Which? said the findings highlight the importance of not just where you shop, but when, as promotional cycles can significantly impact what you pay.

The consumer group explained that these promotion cycles typically follow a three- or four-week period at a lower price, followed by slightly longer at a higher price before repeating.

For example, Fox’s Chocolatey Milk Chocolate Rounds were found to retail at £2 to £2.75 when not on offer, but were available for £1.75 or less 99 per cent of the time at one of the tracked supermarkets.

A 440g box of Special K Original cereal was found for £2.85 or less, compared to a full price of £3.30 to £3.50.

The breakdown showed discounts on the cereal 51 per cent of the year at Ocado, 50 per cent at Tesco, 48 per cent at Waitrose, 45 per cent at Sainsbury’s, and 29 per cent at both Asda and Morrisons.

A 1.5-litre bottle of Tropicana Orange Juice Original, which is usually priced between £4.28 and £4.75, was available for £3.50 or less 99 per cent of the year at one of the six supermarkets.

Onken Set Natural Yoghurt was found as low as £1.25 at one of the major supermarkets 99 per cent of the time throughout the year, while 130g bags of Kettle Chips in the lightly salted flavour could always be bought for £1.65 or less at one of the major supermarkets, instead of £2.40 to £2.65 at full price.

The findings suggest that with a little planning and a willingness to shop around, consumers could make meaningful savings on everyday branded products.