His statement read: "After 14 years of service to UK shoppers, the mySupermarket website and mobile application will be taken down from March 1st, 2020 as we shift our activity toward other business areas.

[5][6] In November 2014, "Insights" was launched, a real-time dashboard to track product sales and market share across UK supermarkets.

[11] In April 2012, mySupermarket.co.uk received an investment of $10 million from British advertising and public relations company WPP and existing investors.

[12] The site analysed products in a shopper's trolley and suggests swapping some of the items for cheaper substitutes or alternative sizes that offer better value.

The app can run on the background of laptops, PCs and Macs, automatically recognising the URLs of users' frequently visited online supermarkets.