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The government's competition watchdog will give supermarkets new rules on pricing by the end of next month, because of growing concern that shoppers are confused and sometimes misled by promotional deals.

Buy-one-get-one-free offers are just one of the ways many retailers get customers to shop with them, according to consumer behaviourist and retail specialist Jez Rose.

The "amazing" smell of fresh bread is "not actually real bread, it is just a scent machine pumping out the smell of fresh produce", he told 5 live Breakfast's Clare McDonnell.

He also claims changes to supermarket layouts are a deliberate attempt to stop shoppers being on 'autopilot'.

This clip is originally from 5 live Breakfast on Saturday 13 February 2016.