The cost of living crisis means shoppers are doing all they can to keep costs down. But it seems many supermarket customers are missing a simple trick to finding the lowest prices.
Food budget expert Lorna Cooper says people are often too focused on what's displayed at eye level, or part of a promotion, that they fail to find the cheapest products low down. She says followers of her Facebook page Feed your family for about £20 a week often ask where she's found something so cheap - and it's because they're not looking in the right places.
Reposting the advice on her page, she said: "I know I have mentioned supermarket psychology before but I wanted to mention it again. Often when I put the prices of items I buy on here people immediately say ‘where do you buy that so cheap? We don’t get things that cheap here!’
