Supermarket chains sued over discount claims

We all love a discount, even more so if it helps stretch the family grocery budget.

It's been no secret that Coles and Woolies have been in trouble over their prices at the checkout.

Despite assuring the public they were on the consumers' side, the supermarket giants have been caught out once again.

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The consumer watchdog alleges Coles and Woolworths have been misleading us with their discounts by hiking prices as much as 15 per cent for weeks, before bringing them back down and calling it a special.

Marketing expert Dee Madigan spoke to A Current Affair about what the allegations mean for the major supermarket chains.

Watch the full video in the player above.