Supermarket insiders have been sharing their secrets with Martin Lewis on the Money Saving Expert (MSE) website.
They claim that 'own brand' products are identical in every way apart from price - and sometimes even made by leading brand names. It comes as many people try the Martin Lewis' Downshift Challenge - and follow the MoneySavingExpert.com founder's suggestion that shoppers should buy basic or own-branded products..
These included a woman who worked in a cheese factory and who now only ever buys 'value' cheese. She claims that M&S, Sainsbury's Waitrose, Asda and Tesco all sell exactly the same cheese as their 'value' brand.
