The country's largest grocery retailer is refuting the idea its advertised specials are misleading.

A Consumer survey found seven out of ten people don't trust the specials, and question whether they're genuine bargains.

The survey tracked online prices and found some items were discounted more often that not, so the so-called 'special' price is really the usual selling price.

Foodstuffs North Island chief Chris Quin told Mike Hosking the advertising for New World is very clear.

He says supersavers only last a short time, then there are club deals, along with everyday value products which are permanently discounted.

"Shoppers can check prices online, and New World and Pak n Save might charge a different price for the same item.

"There are different levels of service, different locations and different costs associated between brands."

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