LONDON, April 17 /PRNewswire/ --

- Independent Grocery Shopping Site Puts the Consumer Back in Control

mySupermarket.co.uk announced today that it has been recognised as the
major independent source of household grocery data by the UK's leading
supermarkets. Since the data service launched at the end of 2007, a number of
retailers and brands have been buying mySupermarket data. In recent weeks,
both Asda and Tesco have used mySupermarket's independent data in high
profile media campaigns to compare the prices of thousands of their products
to their competitors.

Supermarkets feel the pressure

As the price-war battle heats up between the UK's largest
supermarkets, each of the stores are increasingly dedicated to provide
shoppers with special offers and to be seen as price conscientious. With
product prices in each supermarket constantly going up and down, it becomes
very hard for consumers to track which products offer the best value within
their supermarket each week, and which supermarket offers the best deal on
their own trolley. Many shoppers are now solving this problem by going
directly to mySupermarket and using the site's Trolley Checker 
(http://www.mysupermarket.co.uk/Home.aspx) to reduce the cost of their 
weekly shop at their chosen supermarket

The decision to use mySupermarket data clearly indicates that
it's not only consumers that are using mySupermarket. The largest
supermarkets in the UK recognise that the site provides a reliable grocery
price comparison source, and that as an independent site, it is more credible
in the eyes of consumers than the supermarkets' own price comparison
checkers. To add fuel to the price-war fire, the supermarkets are using
mySupermarket data in their advertising campaigns on a regular basis and are
actively encouraging customers to use the site to verify their claims.

Smart consumer shopping can beat pricing confusion

In light of increasing food prices and at a time where
literally every penny counts, mySupermarket is not just about comparing
prices between supermarkets - it's about smart shopping within any one
supermarket, and giving control of the purse strings back to the customer.
With daily real-time price updates, and a free service that scans a trolley
to find cheaper like-for-like product alternatives, mySupermarket guarantees
its shoppers the best price for their trolley.

Johnny Stern, Director of mySupermarket.co.uk, commented:
"Rising food prices mean that consumers need to make budgets go further, and
many of us have wised up to the fact that there are alternative like-for-like
products available sometimes at a fraction of the cost. The benefits of this
are three-fold; firstly, supermarkets are offering more competitive prices;
secondly, they are using independent sources such as mySupermarket to verify
these price cuts and thirdly, by simply shopping around using mySupermarket,
customers can make sure that they're getting the best value for money
regardless of their chosen supermarket."

About mySupermarket.co.uk:

http://www.mySupermarket.co.uk is an independent shopping comparison and
saving website for UK supermarket shoppers.

The site allows shoppers to shop online from ASDA, Tesco, Sainsbury's or
Ocado (Waitrose). The site then compares the price of the trolley across
supermarkets and suggests ways to save pounds and calories based on the
contents of the trolley in each individual supermarket; before shoppers send
their trolley through to the supermarket of their choice.

mySupermarket is an impartial service based on continuously updated
information.

mySupermarket Ltd is a private company, owned by a group of venture
capital investors and mySupermarket employees. None of the supermarkets or
product manufacturers own a stake in the company.

For further information please contact:
    Lisa Pantelli
    +44(0)20-7438-4932
    lpantelli@mantra-pr.com