ACTION DESK: Shoppers find prices misleading

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Almost three-quarters of shoppers believe supermarkets are trying to mislead them on price, a watchdog has found.

A survey of 2,100 people for Which? revealed 74 per cent think supermarkets are trying to dupe them while 78pc say their grocery bills have increased in the past 12 months to an average of £76.83.

The consumer group is calling for clearer prices to allow shoppers to easily compare the value of similar products, after complaints that the tags are often hard to read and inconsistent.

Legislation requires retailers to provide both a selling price and a unit price for products. The unit price is the price by weight or volume that allows shoppers to compare the true cost.