Swiss Roll

Lidl, at €6.48/kg for Jumbo Strawberry Swiss Roll. That is the cheapest swiss roll per kg of everything the five supermarkets list today; the last price check ran 2 days ago.

Because a big pack and a small one are not the same purchase. Dividing each price by its pack size puts every option on one scale, so the cheapest ticket and the best value stop being the same question. Only offers priced per kg are ranked together; the rest are listed separately rather than mixed in.

Most supermarket items are own-brand, so the honest comparison is the shelf: every option in a category, ranked by what it costs per unit, each row naming its shop. Branded items sold in more than one supermarket still get a single page comparing them directly.