B&M has hit out the use of loyalty cards in its latest food campaign which looks to offer “everyday low prices 365 days a year”.

The “big food event” provides shoppers with discounted prices on a range of branded items including Batchelors Super Noodles at 80p, Maryland cookies at 89p down from £1, Tilda rice at £1, Dolmio sauces at £1.39 down from £1.50, and Frylight cooking spray at £1.75 down from £1.89.

In recent years, the discount retailer has been making a concerted push into grocery, now offering a variety of ambient products as well as items in the chilled, frozen and fresh grocery categories.

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While UK supermarkets including Tesco, Sainsbury’s, Morrisons and Asda offer loyalty rewards schemes, B&M’s new campaign features the taglines “No loyalty cards” and “No gimmicks”.

It comes as a new report from retail analysts Mintel found that UK shoppers without a smartphone are missing out on the best supermarket loyalty deals and discounts.

It suggests that by retailers urging customers to download their loyalty apps to receive lower membership prices, it risks alienating older and more vulnerable shoppers who do not have access to such devices.

The Competition and Markets Authority (CMA) has also started its review into whether UK supermarket loyalty pricing is misleading shoppers.

The investigation, which will see an update next published in July, is considering factors such as if a loyalty price is a genuine promotion or as good as a deal is presented, and is looking into whether any groups of shoppers are disadvantaged by this type of promotional activity.