Sainsbury’s scrap multi-buy deals as supermarkets come under fire for confusing offers

Sainsbury’s will be ditching all multi-buy deals over the next few weeks –
after supermarkets were slammed for confusing offers that dupe shoppers out
more than £1,000 a year.

Sarah Warby, Sainsbury’s marketing director, said: “Careful management of
household budgets, a growing awareness of the cost of food waste and more
health-conscious living has driven a trend away from multiple product
purchasing towards more single item purchasing.

“We have listened to our customers who have told us that multi-buy promotions
don’t meet their shopping needs today, are often confusing and create
logistical challenges at home in terms of storage and waste.”

There was speculation that Bogof (buy one get one free) deals may be banned in
the coming weeks after a study found they trick shoppers into spending an
extra £1,274 a year.

Tesco, Sainsbury’s and Asda are among major chains being scrutinised by the
Competition and Markets Authority after a complaint from consumer group
Which?.

Supermarkets could be forced to stop promoting misleading offers that do not
offer genuine savings. They could even be prosecuted if they are found to
have been running unlawful multi-buy deals.

Sainsbury’s are now the first to have stopped offering multi-buy deals.

The CMA is drafting a report which is due out next month, The Telegraph said.

The Government has previously considered clamping down on buy-one-get-one-free
deals in its fight against the obesity crisis.

Research by the Government-backed Money Advice Service found three-quarters of
Brits spend more than intended on Bogof, multi-buys or discounted items.

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It works out to an average £11.14 extra for each shop, based on 2.2 shops a
week. That’s £1,274 per year in total.

John Penberthy-Smith, of MAS, said shoppers fear missing out so buy goods
without considering if it is a good deal, or if they need it.

The group found just one in 50 shoppers could select the cheapest option from
four deals. Try their quiz and see how you fare.