Which? launches Great Value endorsement licence

As the cost of living crisis continues to bite, the new ‘Great Value’ endorsement and licensing scheme will help consumers to save money on high-quality items from retailers.

Consumer champion Which? has added a new endorsement licence category to their prestigious licensing programme to help consumers as the price of everyday products and services continue to rise.

The Which? Great Value endorsement recognises those products which both stand up to the rigorous Which? testing standards and also offer excellent value for money. It joins the existing Which? Best Buy, Eco Buy, Eco Provider and Cheapest Supermarket endorsements as an indication of quality, which are instantly recognisable to UK consumers as an independent, expert accolade.

The new endorsement currently covers a range of food, beverage and audio categories from retailers ranging from Asda, Aldi and Lidl among others, including both top sellers on the market alongside new and innovative products that consumers may be interested in purchasing. 

From great value wines to headphones, expectations between people can vary dramatically. Some consumers want to spend hundreds searching for perfection, but for many the slight difference in taste or sound isn’t distinguishable, or doesn’t justify the cost.

To ensure impartiality for Great Value products, Which? analyses the market, selects and purchases the products for testing where practicable, rather than accepting submissions from retailers and manufacturers.

Additionally, the Great Value endorsement will only be awarded to products that both perform well in Which?’s expert testing and represent superb value in their category. 

Parisa Atoufi, Which? Endorsement Scheme Manager, said:

“We know that value for money is something that is very important to consumers when making purchase decisions, especially in the current economic climate.

“That’s why the recently launched Which? Great Value endorsement licensing scheme to be able to publicly recognise good products that offer a tried and tested bang for your buck compared to more expensive, exclusive products.

“The scheme allows companies to promote this beyond our members and with the general public, all their consumers and competitors. 

“With around seven in 10 consumers testifying that Which? logos make them trust a product or service more than one without, and 67 per cent saying that they’re more likely to buy a product or service if it was endorsed by Which?, there could not be a better time for us to bring the Great Value endorsement to market.”

Which has been testing and recommending products to consumers since 1957. The organisation continues to build on the foundations of its rich heritage by recommending products that last and is set to introduce further endorsements and licensing schemes and on more product categories to align with changing consumer needs.

Which? has been offering Great Value recommendations in Which? magazine for many years. This is the first time Great Value endorsement licences have been offered for purchase to the businesses that qualify and have products that pass rigorous testing.

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