Online food less fresh

Supermarket food 'less fresh' when bought online

It might be a dream having supermarket shopping delivered to your door, but a new survey suggests groceries bought online are often nearing their sell-by date.

Shopping in person means consumers can avoid produce past its best, but have no choice when the goods are delivered to their home.

The survey by Which? has revealed that groceries bought online are more than a day less fresh than those bought in-store.

It showed one loaf of bread bought over the internet carried a best before date eight days earlier than the same product bought in the supermarket’s branch.

The exposé means thousands of tons of groceries could be thrown out because they have gone off more quickly than expected.

British supermarkets have countered the claim however, saying the findings are ‘nonsense’ and online shoppers receive identical goods to those who buy in-store.

Which? surveyed Tesco, Sainsbury’s, Asda and Waitrose and researchers bought ten fresh items typical to a weekly shop, selecting the freshest, non-organic products.

They then ordered identical items online to arrive on the same day as the shop visits, and found that on average the best-before dates on goods bought in-store were at least a day later than goods bought over the internet.

A Which? spokesman said: ‘Online shopping might save you from traipsing round a busy supermarket but you may need to eat your food sooner than if you shop in the store.’

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