There's a secret lurking in the aisles of your usual supermarket - and it can save you more than 50% on certain products if you look closely enough.
The spiralling cost of living crisis has led to lots of talk about downshifting brands from premium to own label - but you can go even lower if you know where to look. In fact, the same products could be even lower than supermarket own-brands just around the corner in a completely different aisle.
It’s known as the world food aisle and you’ve probably walked passed a number of times, thinking it’s not for you. It looks like a mish-mash of random foods you've never heard of and don't particularly want to try. But next time you're shopping, take a moment to have a proper look, and you'll be surprised at what you can pick up for a fraction of the cost of those on display elsewhere in store.
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We’ve taken a look at the shelves of ethnic groceries at the big four supermarkets – Asda, Morrisons, Sainsbury’s and Tesco – and found sauces, dried herbs, spices and more at a fraction of the cost of same product elsewhere in the same shop. Often the food has been imported, but sometimes they’re made in the UK but targeted at various groups. And the branded goods. are often market-leaders in their own countries, so arguably more authentic product than own-brand equivalents.
What’s available will depend on where you live, because, although supermarkets almost always have a world foods section – even in some smaller local/express stores – the individual products cater to local demand. So if you live in a very multicultural area, you’re likely to have a much wider selection to choose from.
But generally, the biggest bargains are:
- Rice and grains such as couscous or bulgur wheat
- Nuts
- Pulses such as lentils and split peas
- Tinned foods such as coconut milk, tinned pulses and vegetables
- Herbs and spices
- Soy sauce, chilli sauce and lemon juice
- Tahini
- Olives and antipasti such as bottled peppers
- Cooking oils
And you might see something else that takes your fancy while you're there, such as Guinness Nigerian Stout, American sweets or guava juice.
A quick look unearthed the following bargains at the big four supermarkets:
Tesco
Garlic paste: Nishaan, £1.10 for 283g (39p/100g) compared to Tesco, £1.10 for 90g (£1.50/100g)
Desiccated coconut: East End 70p for 200g (35p/100g) compared to Tesco £1.50 for 200g (75p/100g)
Sweet Chilli Sauce: Healthy Boy £1.50 for 350g (43p/100g) compared to Blue Dragon £1.50 for 190g (79p/100g)
Asda
Capers: Melis £1 for 180g (56p/100g) compared to Asda £1.60 for 195g (82p/100g)
Chopped tomatoes: KTC 5 x 400g for £1.50 (7.5p/100g) compared to Asda 4 x 400g for £1.50 (9p/100g)
Chickpeas: KTC 45p for 400g (11p/100g) compared to Napolina 85p for 400g (21p/100g)
Sainsbury's
Coconut oil: KTC £2.45 for 500ml (49p/100ml) compared to Vita Coco £6 for 500ml (£1.20/100ml)
Ginger paste: KTC £1.35 for 210g (64p/100g) compared to Sainsbury's £1.25/90g (£1.39/100g)
Chilli powder: Natco £1.85/400g (46p/100g) compared to Sainsbury's 85p for 44g (£1.90/100g)
Morrisons
Garlic mayo: Crucials £1 for 500ml (20p/100ml) compared to Morrisons £1 for 270ml (37p/100ml)
Black pepper: Rajah £1.40 for 100g (£1.40/100g) compared to Morrisons £2.30 for 100g (£2.30/100g)
Basmati rice: Badsha £6 for 5kg (12p/100g) compared to Morrisons £3.20 for 2kg (16p/100g)
It won’t always be the case that the world food item or the larger item is cheaper - some cost more and special offers elsewhere in the supermarket can bring the prices down. It pays to always compare the price per 100g.
The big supermarkets often have an aisle full of these products, whereas smaller shops could just have a few products all over the store and you'll have to look for them. Online is easier, as all supermarkets have a section which groups all the world food items together and if you search for something, for instance lentils, you’ll get all the standard and world food options together.
