Super U is testing item-level comparative advertising through electronic shelf labels at its Charly-sur-Marne supermarket in France. The system, developed with Hanshow, compares the outlet’s prices with competitors and highlights differences on shelf labels. Netto, Carrefour and Lidl are targeted across several hundred products, although Leclerc is excluded. The local trial follows a similar initiative by Leclerc using Vusion. (Olivier Dauvers)