Fair Food Pricing

A UK campaign · launched

Soon, the price of your loaf of bread could change based on who you are.

UK supermarkets are fitting the hardware to charge each shopper a different price for the same loaf of bread, the same pint of milk. They will know who you are, and what you can pay. 6.3 million UK adults are already going without enough food. The law has not caught up. It can.

Write to your MP See the evidence

The challenges

What the supermarkets, the Bank of England and the regulators have said themselves.

Every number on this site comes from a primary source. Almost all of them are from a government department, a regulator, or an established research charity.

Full source list with citations on the evidence page. For research and journalism use, the entire briefing is downloadable as a PDF or Word document.

What stores are doing

The infrastructure is being installed now.

None of these supermarkets has admitted to surge-pricing staples. The hardware to do it is being fitted across their estates this year.

  • Morrisons

    Installing 10.8 million electronic shelf labels across all 497 stores from early 2026.

    Press release · October 2025

  • Co-op

    Digital labels across all 2,400 stores by end-2026.

    Statement · May 2025

  • Asda

    Live facial recognition trial in five Greater Manchester stores; thousands of digital labels rolled out across Express.

    Trial · March 2025

  • Sainsbury’s

    Trialling digital shelf-edge labels at “Future Stores”.

    In-store · 2025

  • Southern Co-op

    Found by the ICO in 2023 to have breached UK data protection law with live facial recognition.

    Regulatory decision · March 2023

Read the full retailer-by-retailer rundown, with primary sources, on the What stores are doing page.

The action

We have one window to legislate before this becomes normal.

  1. 01

    The big supermarkets have already promised they will not surge-price. A law makes that promise binding.

  2. 02

    The Bank of England says 21% of UK firms already let algorithms adjust their prices in response to demand. Within a year, it will be 31%.

  3. 03

    France, Maryland and the EU have already started passing laws on this. The UK is behind.

Find your MP and send a letter Read the evidence (PDF · 30 pages)

If you need help with food today

We are not a food bank. If you need help today, these two services help hundreds of thousands of people every month.

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Resources for MPs and journalists

The evidence briefing, the draft Bill, a one-page summary for cross-party circulation, and the constituent letter template are all on the downloads page. Word and PDF.