Martin Lewis urges everyone to take downshift challenge to cut 30% from bills

MARTIN Lewis has urged households to take the downshift challenge to cut up to 30% off food bills.

It involves swapping from premium and branded products to supermarket value or own-brand items - and could save you £1,500 a year.

The MoneySavingExpert founder suggested families try the trick to reduce supermarket spending as the cost of living soars.

Food bills are rising as supermarkets are hiking prices due to inflation.

The cost of gas and electricity has also gone up after the energy price cap rocketed 54% last week - adding £700 to the average annual bill.

Council tax and National Insurance has jumped, too, putting further pressure on household finances.

A family who spends £100 on their weekly shop would save £1,500 a year if they managed to cut their bills by 30% using the downshift challenge.

In his today, Martin said: "The Downshift Challenge is essentially is dropping down a brand level on groceries - for example, finest to branded to own brand to basic.

"If you can't taste a difference stick with the lower level. On average it cuts 30% off bills, so if you only stick with half, that's 15% saved.

"It’s not just food either – you can do it with toiletries and cleaning products."

We explain what the downshift challenge is and how to do it.

How to take the downshift challenge

The downshift challenge involves dropping down a product level at the supermarket.

It can help you save money without compromising on taste.

There are four main brand levels to choose from when you're browsing the aisles - premium, branded, own-brand and value.

The downshift challenge applies to food as well as other supermarket items such as soap, toothpaste and toilet roll.

Premium products are often described as "luxury" or "finest" and will have smarter packaging.

Branded goods are the household names we're all familiar with - such as Heinz ketchup or Yorkshire Tea teabags.

Own-brand lines are usually the supermarket's take on those branded products.

The cheapest items will be in the value or basics range, which will usually have the most plain packaging.

Moving down one or two levels from your usual price point can help you slash your food bill.

Make sure you keep an eye out for special offers - there's no point downshifting if your favourite product is on sale.

Use your usual supermarket saving techniques too, like using your loyalty card or checking for coupons to maximise your savings.

How to find the best supermarket value products

The Sun's Squeeze Team has been comparing branded products with supermarket copycat versions so you can get the best items for the lowest price.

We've tested supermarket baked beans, with a value version beating Heinz.

Our team of money savers also tried all of the grocers' own-brand frozen pizzas and

In our latest product test, we found a budget washing up liquid brand was better and cheaper than Fairy.

As well as the Squeeze Team's product tests, you can look online to find out which value products compete with the household names.

Online forums are good places to look for the best dupes, and ask your friends about their favourite basic range items.

In fact, some own-brand products are actually identical to the more expensive options.

Aldi's Hula Hoops were found to be exactly the same as the branded crisps after a factory mix up.

A Sun investigation also found that Weetabix made breakfast cereal for Asda and Tesco - but the supermarket versions were almost half the price.

Supermarket value ranges have been in the spotlight recently due to the rising cost of living.

Last month Asda revealed an overhaul of its basic range, announcing it will scrap the Smart Price line to replace it with Just Essentials.

It recently pledged to stock its cheaper products at all of its stores in response to pressure from campaigners over rising prices.

Sainsbury's previously replaced its Basics value range with different own-brand lines including Hubbard's and Stamford Street.

Tesco has also axed its Everyday Value line in the past, instead opting for a range of different names for its own-brand products.

Meanwhile, Morrisons has more than 250 products in its Savers range.