UK watchdog finds little evidence supermarket loyalty prices mislead shoppers

The British competition regulator’s ongoing review of supermarket loyalty prices is unlikely to identify widespread evidence of promotions that mislead shoppers, according to a statement by the watchdog.

Loyalty schemes have proved hugely successful for the UK’s biggest supermarkets, offering significantly lower prices for members. The vast majority of customers now use them and an increasing number of products are covered by them.

The Competition and Markets Authority (CMA)...