Age UK backs Which? campaign for older shoppers to be able to compare food prices.

MP Jo Swinson has joined forces with consumer magazine Which? to call on the Government to ensure supermarkets have clear, consistent food unit pricing.

Age UK has given its backing to the 'Price it Right' campaign as it believes it should be straightforward for older people to compare the price of food based on the amount they want to buy.

A spokesman for the charity said: “The unit price is the price of a food in a consistent measure, such as per litre or kg.

“At the moment, it's harder than it should be for shoppers to make informed choices because this information isn't always available.

“For example, is a 600g jar of mayonnaise for £3.49 better value than a 400g jar for £2.50? With clear unit pricing the answer would be obvious.”

In November, Jo Swinson MP’s Consumer Information Bill will be presented to Parliament calling for better unit pricing.

A spokeswoman for Which? said: “In tough economic times, it's important that shops give consumers every opportunity to compare prices and make choices based on clear and accurate information.”

You can sign up to the pledge on the Which? website