Warning for Tesco, Aldi, Asda, Sainsbury's shoppers 'who buy multibuys'

A warning has been issued to Aldi, Asda, Iceland, Morrisons, Sainsbury’s and Tesco shoppers who buy multibuys. Supermarkets are using multibuy promotional deals to encourage shoppers to buy meat and processed meat, it has been found.

18 per cent of multibuy offers in major British supermarkets involve meat and dairy products, and 11 per cent contained processed meat such as ham, bacon and sausages, which have worryingly been linked to cancer, the Observer found.

The Food Foundation said its findings, especially about processed meat, were alarming for environmental as well as health reasons. It accused food retailers of “actively incentivising citizens to buy more of those foods that are known to be bad for the health of people and the planet”.

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The thinktank’s senior business and investor engagement manager, Rebecca Tobi, said: “We know that supermarkets routinely use buy one, get one free and price promotion deals to get us to buy more of products than we would otherwise. So the fact that many of these deals are on foods that are harming our health and our planet is alarming.”

The Food Foundation based its findings on offers made by Aldi, Asda, Iceland, Morrison’s, Sainsbury’s and Tesco in March. “Despite the fact we know too much processed meat comes with notable health risks, supermarket marketing and promotions are still very much geared towards meaty foods,” Tobi said.

Dr Panagiota Mitrou, the World Cancer Research Fund’s director of research, policy and innovation, said: “It’s disappointing that food retailers are using multibuy offers to make these kinds of meats a more financially attractive option to shoppers and encourage higher consumption.”

The British Retail Consortium's Andrew Opie said: “Anyone who shops in a supermarket will know how affordable retailers make fresh fruit and vegetables, whether that is through everyday low prices or promotions. It is the core part of their offer, and whilst they will promote products across the store, great quality, usually British, affordable fruit and veg, is always available as that is what customers demand.”