New World has found itself in hot water following claims it is misleading customers with its price labels.

Consumer NZ spokesperson Jessica Wilson said the chain was prominently displaying its “Clubcard price” as the main price, while the regular price was in much smaller font and easier to miss.

Until recently, checkout operators could scan a temporary Clubcard for customers without one, which would allow all shoppers to access the loyalty scheme’s discounts. But that has since been stopped.

A Foodstuffs spokeswoman said it had removed temporary Clubcards from checkout counters after “lots of communication” with customers about the loyalty programme.

The spokeswoman disagreed with Consumer NZ’s claims and said it failed to point out that other retailers offered loyalty programmes.

Do you think New World is misleading customers with its price labels?