The British Retail Consortium has dismissed a Which? report suggesting that price is a barrier to healthy eating.

The claim was made in a Which? study published today called Hungry For Change.

But BRC food policy director Andrew Opie said: “It’s nonsense to suggest price is a barrier to eating well.

“Which? is actually discouraging customers from exploring healthy eating choices by pushing the myth that fresh fruit and veg are expensive.

“Customers should look beyond scare headlines, get into supermarkets and see just how affordable good fresh food is.”

He cited the pace of product development, nutritional labelling and work in partnership with organisations such as the Food Standards Agency as evidence of retailers’ healthy eating initiatives.