OK... an update
Since filling up with trashco fuel on Monday, I haven't been able to do a controlled run home, mainly due to running late at work and not wanting to spoil my tea, but also due to stupid idiot utilities companies blocking off half a main road because they're digging up a pavement...
Anyhow, on my runs into work in the morning, I would typically expect between 48 and 50mpg, depending in traffic.
With Tesco fuel in, the best I've had is 49, but I've had two under 47. Today was a relatively smooth run, I would have expected it to be around 48/49, it was 46.8.
I'm not seeing any difference in performance, responsiveness etc.
But my calculations are interesting... based on my 60 mile a day round trip, if I get 1mpg better from branded fuel than supermarket stuff, it would have to be more than 3p a litre more expensive for it to not be worth paying more.
If supermarket fuel made me 2mpg worse off, then paying a massive 6p a litre more for decent fuel would still be cost-effective... so even with a slight mpg benefit, I'll be sticking with Shell/Esso/BP/Total from now on. Half my journey is motorway at 60mph - if I up it to 70mph, it effectively increases average consumption by 5%, so about 2.5mpg, but only saves me about 4 mins a day.
My current options (local Shell is only 1p more than supermarkets):
Trashco @ £1.37 - 47mpg - £8.31/day (current option)
Shell @ £1.38 - 49mpg - £8.03/day (current option)
Even allowing for worse mpg/higher price:
Shell @ £1.40 - 48mpg - £8.31/day (worst case)
Shell @ £1.40 - 49mpg - £8.14/day
The other interesting one is adding Millers EcoMax. At £10.50 delivered from fleabay for enough for 500l of fuel, it works out at 2p per litre of fuel - and I reckon it's worth at least another 2mpg:
Shell @ £1.40 +Millers @ £0.02 - 50mpg - £8.10 (worst case)
Shell @ £1.40 +Millers @ £0.02 - 52mpg - £7.79
Shell @ £1.38 +Millers @ £0.02 - 50mpg - £7.99
Shell @ £1.38 +Millers @ £0.02 - 51mpg - £7.83 (current option)
So it would seem that it's worth paying for Millers and decent fuel. From what I've read, adding Millers gives very similar benefits to using the performance diesels, but at only 2p premium per litre, it's far cheaper than paying 6-8p more for Optimax or BP Ultimate
So by sensible choice of fuel and additive, I can save around 50p per day driving the same speed and style - that's around £125 a year - so effectively paying for my car tax!