Consumer NZ has started a petition calling on the Government to put ordinary people first - saying supermarkets' excess profits are a "slap in the face" to Kiwis struggling to put food on the table.
The watchdog has launched the petition - Stop the Super Profits - and asking the public to get behind it to show the Government and Minister of Commerce and Consumer Affairs David Clark that people want action.
Consumer NZ chief Jon Duffy said they wanted to create conditions for more competition in the grocery sector, which will ultimately result in fairer prices at the checkout.
"We recognise that food prices are going up for a variety of reasons - from the pandemic, to inflation, to the impact of the war in Ukraine on wheat prices.
"We're not disputing this, but excess profits on top of already high food prices are a slap in the face for households struggling to put food on the table."