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Iceland named ‘best value’ online grocer

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Iceland has been named best online supermarket for value for money, offers and delivery slots.

The frozen food specialist overtook Ocado and Waitrose in an annual survey of 7,000 shoppers by consumer group Which?

Waitrose topped the in-store shopping table, scoring highly on the quality of its own label products, staff helpfulness and store appearance. Its online offering also did well, scoring just below Iceland.

The Co-op came bottom of the in-store league table again, finishing in last place for the third year running. The store scored badly on its range of products and offers, with shoppers finding many items out of stock.

Asda scored lowest in the online service survey with customers unimpressed with its website.

The survey revealed the biggest supermarket shopping bugbears were long queues at the till, items out of stock, misleading special offers and the prices of products changing too often.

Alex Neill, Which? director of campaigns said: “While value for money remains a high priority, people want special offers to genuinely be special and they want a pleasant in-store shopping experience. When it comes to online shopping, we know convenient and low cost delivery slots are prominent factors in where people choose to shop.”

A report last week from the government-backed Money Advice Service found just 2% of UK shoppers were able to identify if a supermarket special offer was in fact a good deal.

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