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Dale's Supermarket Sweep

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Title: Dale's Supermarket Sweep  
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Subject: ITV Central, Dale Winton, Vic Reeves, Supermarket Sweep, Sleeper (band), The Other Half (game show), Talkback Thames, Reg Grundy Organisation, Gary King (radio), List of British game shows
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Dale's Supermarket Sweep

For more information on Supermarket Sweep in other countries, see Supermarket Sweep.

Dale's Supermarket Sweep
Format Game Show
Created by Jamie Hardwick
Al Howard
Presented by Dale Winton
Voices of Bobby Bragg (1993-2001)
Gary King (2007)
Country of origin United Kingdom
Original language(s) English
No. of series 7 (original)
1 (revival)
No. of episodes 549 (original)
40 (20 unaired) (revival)
Running time 30 minutes (inc. adverts)
Production companies Talbot Television in association with Central and Al Howard Productions (1993-4)
Talbot Television Ltd. and Carlton UK Productions in association with Central and Al Howard Productions (1995)
Fremantle (UK) Productions with Carlton in association with Central and Al Howard Productions (1996-9)
Grundy co-production with Carlton in association with Al Howard Productions (2000-1)
Talkback Thames in association with Al Howard Productions Inc. (2007)
Distributor FremantleMedia
Original channel ITV, STV, UTV
Picture format 4:3 (1993-2001)
16:9 (2007)
Original run 6 September 1993 (1993-09-06) – 31 August 2007 (2007-08-31)
Related shows Supermarket Sweep (US version)

Dale's Supermarket Sweep (Supermarket Sweep from Series 1-5) was a UK game show based on the American Supermarket Sweep TV show format.


Original version

The original show was recorded in the Television House in Nottingham, which was renamed the Carlton Studios in 1996. The supermarket set was created by actual retailers, either The Co-operative Group, Asda, Tesco, Morrisons, Sainsbury's or Somerfield, depending on the series.

Revived version

The show was revived and rebranded as 'Dale's Supermarket Sweep', with former UK Fun House announcer Gary King announcing. Since the Carlton Studios was sold to the University of Nottingham and renamed King's Meadow Campus, the new series was recorded at The Maidstone Studios in Kent. The series was produced by talkbackTHAMES and broadcast on ITV

Main Game

The game consists of three teams of two, each with a clock that starts with 60 seconds on it. The teams then attempt to add as much time to their clock by answering questions and riddles posed by host Dale Winton. The time they accumulate determines how long they have in the 'Big Sweep' round to run around a studio mock-up of a supermarket, collecting shopping items. The team with the shopping trolley filled with items of the most value wins the chance to enter the final 'Super Sweep' prize round. Within the game there were a number of rounds.

Mini Sweep

The Mini Sweep is a question round. On answering a question correctly, they have 10 seconds added to their clock. Dale then gives the winning contestants a clue as to which item he requires. The contestants then have to find the item with a "Supermarket Sweep" logo on within the supermarket and return to the start with it within 30 seconds for a bonus of £25 (£50 in the revived version) to their sub total.


There are a variety of possible games each week. Each correctly answered question or riddle is rewarded with 10 seconds added to the contestants' clock. Some games (such as Pick a Pair) offer a bonus 30 seconds if all contestants agree on an answer and that answer is correct.

Original games were: Counting Calories, Rhyme Time, In Betweens, Totals, Memory Game, Higher or Lower?, Pick a Pair, Random Reveal, Reverse Reveal, Scrambled Letters, and Dale's Bluff. These games were introduced later in the series: Wordsearch, Alphabet Soup, and Odd One Out.

Round Robin/Dale's Daily

If a team answer a question correctly contestants switch with their partners tasked with answering the next question. The categories can be: TV, Movies, Music, or Hot Gossip.

Big Sweep

This is the round where the contestants enter the aisles, starting with the team with the most time on their clocks and followed by the other two teams according to their times. The aim of this round is to gain as much value in their trolleys as possible in order to go on to the £5,000 Super Sweep game (formerly £2,000). Various bonuses are available to boost their totals and there are penalties for dropped items.


  • Pick 'n' Mix: From series two, players weight 500g of five different varieties of sweets worth £50 on their subtotal.+
  • Free range: Fill up a carton of eggs for a £50 bonus.+
  • Pricing gun: Players price up 12 cans for a £50 bonus.+
  • Dale's Display: Stacking up a set of cans for a £50 bonus.+
  • Manager's Special/Dale's Sale: The teams must find a tin marked with their own team colour for a bonus worth £50.+
  • Shopping List: Dale gives a shopping list of 3 items for the contestants to find. All three must be collected for a bonus of £100. No partial credit can be given.
  • Inflatable bonuses: They are worth £25, £50, £75 or £100. Contestants are only allowed to collect one per team and do not know its value until after the sweep is complete.


Every episode featured a shopping list and inflatable bonuses as standard. Pick n mix, pricing gun etc. would feature regularly. However in the revived version, the bonuses were just pick n mix and Managers Special (tins) (in addition to shopping list and inflatables). Inflatables were: Wine Bottle, Bunch of Bananas, Single Banana, Burger, Plant, Guitar, Cake, Hammer, Microphone, Crayon, Carrot, Jukebox, Saxophone, Fish and Cactus (Revived version).


Dale gives a penalty of £25 to teams who:

  • Leave dropped items
  • Break store items

His regular joke is that there would also be a penalty for "knocking over the cameraman".

Super Sweep

The team with the higher Big Sweep total (added with their sub total from bonuses and previous rounds) keeps their money and advances to the Super Sweep. The team have 60 seconds to find the £2,000 prize (£5,000 in the revived version), by solving three clues. The first clue is given by Dale and time doesn't start until the clue has been read. The team must find the item from the clue to get the next clue. The second clue leads the contestants to the final item, behind which the money is found. As with the US version, the team has to find all three items and have their hands on the money before time expires. If they don't, they only leave with the cash equivalent of the value of the goods in their trolley.


Original version

Series Start date End date Episodes
6 September 1993
17 December 1993
5 September 1994
16 December 1994
4 September 1995
15 December 1995
2 September 1996
13 December 1996
1 September 1997
19 December 1997
1 September 1998[1]
1 March 1999[1]
2 May 2000[1]
6 September 2001[1]

Revived version

Series Start date End date Episodes Notes
1 12 February 2007[1] 31 August 2007[1] 40[1] 60 episodes were commissioned but 40 episodes aired on ITV with a 5-month break after the first 25 episodes.[1]
The remaining 20 episodes aired on Challenge 2 years later alongside the 40 episodes that aired on ITV.[1]


External links

  • Internet Movie Database.
  • Internet Movie Database.
  • at BFI.
  • at BFI.
  • at BFI.
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