B&M has introduced a new food campaign in stores and online, which seemingly hits out at supermarket loyalty schemes.

B&M Stafford

B&M’s new food campaign includes the tagline “No loyalty cards”

The retailer launched a “big food event” recently, which includes the taglines “No gimmicks” and “No loyalty cards” while adding that it serves “everyday low prices 365 days a year”.

The new campaign offers savings on a range of big-name brands, including Batchelors Super Noodles for 80p, Frylight cooking oil for £1.75 and a 120-pack of Tetley tea bags for £3.

As well as its big food event, B&M has launched a range of deals across electricals, gardening, pets, home, stationery and everyday essentials.

Most UK supermarkets, including Tesco, Sainsbury’s, Asda and Morrisons, operate some form of loyalty scheme, allowing customers to sign up for discounts and rewards on purchases.

However, while many UK shoppers are part of at least one grocer’s loyalty scheme, exclusive research for Retail Week recently found that 59% believe discounts for supermarket loyalty schemes are made to look greater than they actually are. 

The Competition and Markets Authority (CMA) announced in January that it would start a review of loyalty pricing to investigate whether shoppers are being misled, whether the deals put any group at a disadvantage and how these schemes could impact shopper behaviour. 

The CMA is expected to give an update on the investigation in July.