Two of Britain’s supermarket giants have been criticised for making their cheapest own-brand products unavailable to shoppers online.

They have been accused of penalising those who depend on internet shopping, whether for “time, mobility, or geographical constraints”.

A study found Asda’s own-brand apple sauce was priced at 72p in-store. But the cheapest version available online costs £1.70.

Basic baked beans available in shops for 27p were also not available online – with the cheapest version at 42p.

Consumer expert Martyn James said: “It’s deeply unfair to hide the cheapest items when shopping online – especially given the ongoing impact of the cost-of-living crisis.

“Not only does this have an impact on people budgeting at home, it disproportionately affects those on low incomes or with mobility issues who may not be able to shop in-store.

“These products should be available to all, no matter how they shop.”

But Asda is not the only store being selective with what it offers, with Morrison’s Saver range also missing from its online store. A basket of own-brand beans, coffee, beans and sausages, garden peas and new potatoes costs a total of £2.50 in store.

But the cheapest alternatives online cost £5.69 – more than double.

Parent money coach Maddy Alex-ander-Grout said: “It seems that families relying on budget ranges are being unfairly penalised, especially those who depend on online shopping due to time, mobility, or geographical constraints. The price difference of up to double the in-store cost is a significant financial burden, particularly for low-income households already struggling with rising living costs.

“While supermarkets may justify higher prices due to logistical reasons, the omission of cheaper, own-brand products online gives the impression of selective pricing, which ultimately undermines consumer trust.

“Supermarkets need to ensure that affordable options are accessible both online and in-store.

“Their actions disproportionately affect the most vulnerable shoppers.”

Other stores, including Tesco and Sainsbury’s, list budget ranges online.

A Morrison’s spokesperson said: “We are committed to offering our online customers great value through our Aldi and Lidl price match and More Card offers. Our minimum online order is also one of the lowest in the market at £25.”

Asda said it reviews and changes its online offering “to reflect customer shopping habits”. A spokesman said: “As a result, we removed some Just Essentials products from Asda.com earlier this year.”

Asda Just Essentials range:

Apple sauce: 72p

Baked beans: 27p

Instant coffee: 99p

Garden peas:28p

New potatoes: 38p

Total: £2.64

…and the cheapest online:

Colman’s apple sauce: £1.70

Asda baked beans: 42p

Rich Roast Instant Granules: £2.20

Asda garden peas in water: 55p

Asda new potatoes in water: 75p

Total: £5.62