How UK’s Online Supermarkets Surf Up

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By Martin Isark
Shopping online takes away the hassle, but it also enables you to shop in supermarkets where you wouldn’t be seen dead pushing your trolley! So savvy surfers  - check out how the supermarkets surf up…

How the Supermarkets Surf Up:
At Number 1: Morrisons: http://groceries.morrisons.com
Score: 9.0 /10
Surfing Experience:
 Very easy to navigate and delivers an Ocado-like feel!.
The Range of Products: Equal to that of Asda & Tesco
The Prices: They go toe-to-toe with Asda (promoted as the cheapest supermarket).
Back Label Info: All online products checked had full nutritional values, including salt, ingredient list, allergens and if the product is suitable for vegetarians
Negatives: Not fully rolled-out throughout the UK yet. Does not have the super-posh or the desirable partnership brands of Waitrose, For example, Krug Rose Champagne, Heston from Waitrose or Duchy Originals from Waitrose
Conclusion: For most surfing shoppers – Morrisons online will be a wallet and palate-pleaser!

At Number 2: Iceland: http://groceries.iceland.co.uk/
Score: 8.5 /10
Surfing Experience:  Straightforward and very easy to navigate.
The Range of Products: Does not have the range of the big four supermarkets, but you’ll find most of the big blue chip brands on the website.
The Prices: Many of the products price checked beat Asda’s (promoted as the cheapest supermarket).  Kellogg’s Frosties on Offer£2.00 (regular price £2.50) Asda’s £2.68 and Yorkshire Tea 160 teabags £2.50 at Asda on Offer £3.00 and (regular price £4.38) and Wyke Farms Extra Mature Cheddar, 350g £3.00 at it is £3.50.
Back Label Info: The best of all online supermarkets. All food products checked had full nutritional values, including salt, ingredient list, allergens, and if suitable for vegetarians, vegans, Coeliacs and  the manufacturer’s address.
Negatives: The range is not as vast as Asda, Sainsbury’s, Morrisons, Tesco or Waitrose.
Conclusion:  If you are one of those shoppers that would not be seen dead in an Iceland shop, here’s your chance to take advantage of their bargain basement prices for the blue chip brands that you’d normally buy from the ‘posher shops’. And the delivery is free if you  spend £35.

At Number 3: Ocado www.Ocado.com
An independent online retailer for Ocado Waitrose, Essential Waitrose & Branded products.
Score: 8.0 /10

Surfing Experience: Very easy to navigate
The Range of Products: Does not have the range of Tesco, Asda or Morrisons, but scores big time with small boutique brands and its posh partnership brands.  Heston from Waitrose or Duchy Originals from Waitrose are just two.
The Prices: Many prices… price checked against Tesco
Back Label Info: Most online products checked had nutritional values (but no salt values) , ingredient list, allergens and if the product is suitable for vegetarians.
Negatives: Ocado insists on using ‘sodium,’ so you have to multiply it by 2.5 to get the salt level. Not helpful if you are watching your salt intake.
Conclusion:   Ocado’s website has Waitrose’s products with all the back label information, and on many occasions we have found that Ocado’s prices work out a few pence cheaper than Waitrose’s online prices. The place to shop if you want Waitrose products then!

At Number 4: Asda -  www.asda.com
Score: 7.5 /10

Surfing Experience: Easy to navigate.
The Range of Products: Extensive range of products,  but Asda does not have the  posh partnership brands of Waitrose. For example, Heston from Waitrose & Duchy Originals from Waitrose are just two.
The Prices:  Asda is promoted as the cheapest supermarket, but now Morrisons have gone online this is likely to change.
Back Label Info: Most online products checked had nutritional values, ingredient list, allergens and if the product is suitable for vegetarians.
Negatives:  Shopping  for that extra special product then Asda is behind  Waitrose, &  Sainsbury’s.
Conclusion:  Want the basics and the blue chip brands at a cheap price – then Asda delivers, but you’ll have to surf somewhere else for the super-posh food & drink.

At Number 5: Sainsbury’s -  www.Sainsbury’s.co.uk
Score: 7 /10

Surfing Experience: Easy to navigate.
The Range of Products: Extensive range of products and many of Sainsbury’s  own branded products have the edge over ones from Asda & Tesco.
The Prices:  Most shopping baskets will cost more at Sainsbury’s.
Back Label Info: Most online products checked had nutritional values , ingredient list, allergens and if the product is suitable for vegetarians.
Negatives:  Not as cheap as Tesco, Asda or Morrisons.
Conclusion:  Solid surf shopping , nothing super-posh or super-cheap.

At Number 6: Tesco -  www.tesco.com
Score: 6.5 /10

Surfing Experience: Very easy to navigate.
The Range of Products: Competes with Asda for largest range of products.
The Prices:  They go trolley to trolley with Asda, but Asda mostly comes out on top.
Back Label Info: Most online products checked had nutritional values , ingredient list, allergens and if the product is suitable for vegetarians.
Negatives:  Often beaten by Asda on price, and when shopping for that extra special product then Tesco is behind  Waitrose, &  Sainsbury’s.
Conclusion:  Like Asda – want the basics and the blue chip brands at a cheap price – then Tesco delivers, but you’ll have to surf somewhere else for the super-posh food & drink.

At Number 7: www.waitrose.com
Score: 6 /10
Surfing Experience:
 Very easy to navigate , but vital shopping information is missing from many online products. For example, No nutritional values on: Weight  Watchers Milk Chocolate Digestive Biscuits, Pizza Express Margherita, Anchor Butter, Heinz Baked beanz, Warbutons White Bread,  Pringles Original, Loyd Grossman Pasta Sauce, Walkers Salt & Vinegar Crisps, Cadbury Dairy Milk.  No ingredients on MB Sweet Shop pear drops, Charbonnel & Walker  Champagne Truffles, Lindt Chocolate Carrot  and none of the products have the salt value only the lower sodium value.
The Range of Products:
Does not have the range of Tesco, Asda or Morrisons, but scores big time with small boutique brands and its posh partnership brands.  Heston from Waitrose or Duchy Originals from Waitrose are just two.
The Prices: Many prices… price checked against Tesco.
Back Label Info: Many products don’t have their nutritional values. This is an accident waiting to happen for millions of shopping surfers that are diabetics, have heart disease or fighting obesity.  Or simply want to eat more healthily!
Negatives: When Waitrose does list nutritional values it insists on using ‘sodium,’ so you have to multiply it by 2.5 to get the salt level. Not helpful if you are watching your salt intake.
Conclusion: No excuses Waitrose for being bottom of the pile, if Iceland can put all the information required on their shopping website – so can you.  And don’t forget the salt value, your shoppers shouldn’t have to multiply the sodium level by 2,5 every time they require the salt level.
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