On the surface, prices for loyalty card members in the supermarkets look great, but research from Which? shows that they might not be all they seem cracked up to be. Which? Senior researcher Ellie Simmonds and financial advisor, author and TV presenter Emmanuel Asuquo reveal more from our investigation and explain how you can get the best deals when you’re doing your weekly shop. Read more about Ellie's investigation & sign up to our free weekly Money newsletter. Get 50% off a Which? membership.