Then there's KVIs, that's Known Value Items...these are the items that supermarkets are aware that customers actually know and remember the prices of. The shops will do their best to keep these KVI prices as low as possible...things like 250gm butter, large sliced loaf, 1kilo sugar and 4 pints milk (the BIG one) - which is why they sell it at silly prices like £1 and now 89p.