Sometimes this might happen. Supermarkets have tactical pricing, we have consistently low pricing. You might see our bigger brands offered on promotion to draw shoppers in elsewhere, but we've got longer term aims and objectives.
Big retailers especially are able to discount goods and put others on promotion from time to time - so we generally ask that you focus on the total basket/order savings that you'll see when you place an order. With no minimum spend and free monthly (carbon neutral!) delivery, if you're a member then we're confident you'll save in the long run by shopping with us.