"Ordinary" diesel will have up to 10% bio in it anyway - EU regs. The Morrisons has more, and as bio generally has a higher cetane number it should perform better - cleaner burn, more mpg. The B figure gives the percentage bio, so B30 has 30%. Although you can make it cheaply yourself from used chip oil, you still have to buy/make the kit and put in chemicals and, if you're a commercial outfit, pay tax, so the price advantage can be quite small. "New" bio probably doesn't have a price advantage. The demand, especially from Germany, is very high and has pushed the price up.
I find up to 50% bio gives me better performance in the TD5, comparable to BP Ultimate. If you have a new motor using bio will void the warranty, except for some Mercs and VWs.