CAUGHT out by Which? in pricing tactics that are as dazzlingly confusing as the three-card trick – baffling multi-buy deals, special offers that aren’t that special, jumbo packs that are no bargain at all – a supermarket spokesman said, with an apparently straight face: “We would never deliberately mislead customers on price.”

Yeah, and I bet he had his fingers crossed behind his back...

Even though they mostly put the unit price somewhere almost visible on the shelf, there are still plenty of problems. Some things are sold by numbers and others by weight, so how can you compare?

Five apples for £2.50 or ten for £4?

Four for £1.80 or eight for £3? Or £2.60 a kg?

It’s worse than primary school where we started the day with half an hour’s mental arithmetic. Every morning.

But in the supermarket, only the store knows the right answers – and they’re not telling.

SO men have bigger brains than women. But chaps, you’ve been telling us for years – it’s not size that matters, but what you do with it that counts...

SAINSBURYS are to put the number of calories per glass on their wine bottle labels.

That’s not helpful – just downright vindictive.