Tesco launches daily dozen price campaign

The New Year price war between Asda and Tesco has intensified after Tesco launched a “daily dozen” price pledge to counter what it claims is Asda’s “false” price guarantee.

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Tesco claims that the Asda Price Guarantee, which claims its prices are 10% cheaper than rivals, is so complicated that only 0.5% of Asda shoppers have logged on to the site to check if they can get a refund.

In response to the 10% cheaper price claim, Tesco says it has reduced the “complicated” Asda Price Guarantee system down to “only” 12 steps and in retort is highlighting a dozen products every day that are not cheaper at Asda (see below).

Tesco also claims that if all Asda’s customers claimed the vouchers when Asda was not 10% cheaper, it would cost the supermarket £22m in refunds every week, which equates to £1bn a year.

Tesco commercial director Richard Brasher says: “The Asda 10% cheaper price guarantee is misleading and confusing, so we’ve tried to make it simpler. Tesco’s daily updates will show Asda shoppers just a few of the popular groceries Tesco is cheaper on – so they know how to qualify for their refund from Asda.”

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Discount Supermarket Aldi has also joined the price war with the Aldi Challenge. It claims that customers could save up to 40% when compared with the Big Four supermarkets.

Sainsbury’s is aiming to appeal to families looking to save money on their groceries with its “five meals for £20” promotion. It has also extended its “Feed your Family for a Fiver” deal by offering the ingredients to make five family meals for only £20.

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