interesting comment after a bit of digging:
"If you take a look at a list of refineries you’ll see that there really aren’t that many. So what happens is that standard grade fuels are pumped into each company’s tankers and the quality is the same. The difference comes in the additives that each company adds to its tankers. These might affect performance, so if you feel your car drives better on one type of fuel, keep using it. However, the fuel from different refineries may differ enough to blur any distinction. There are other variables too, but that would take several paragraphs to go into. As for supermarket fuel, it should all be of a minimum quality standard. So how come it is cheaper? There are three possible answers – a more flexible distribution network, fewer (or poorer) additives in the fuel, and thirdly, the fact that the big supermarkets are prepared to discount – they sell lots of things, not just petrol and chocolate bars, so they can afford to make a slight loss in order to attract customers into the stores."
source:
http://www.simplemotoring.co.uk/supermarket-vs-branded-fuels/#.UMmlYqytor0
So maybe there's not much in it between supermarket fuel and regular service station fuel? But V-Power and Ultimate seem to have reported MPG improvement figures around the 7.5% mark in long-term use.
Again, all anecdotal - can't seem to find any empirical evidence anywhere on a controlled test to determine what benefits, if any, are attributable to V-Power or Ultimate fuels. And the fuel companies just publish their own version of reality.
So who knows? I do know that Mr T told me when I was going through the injector seal issues that I should certainly abstain from supermarket fuel as they suspected it didn't help the problems observed with leaking seals etc. Maybe that was a good scape-goat though for poor seal design