Tesco latest ad
Tesco’s latest ad

Asda has slammed Tesco’s move and says that its Price Guarantee, which promises to be 10% cheaper than rivals, “ended price wars”.

The supermarket says: “No amount of spin can change the fact our price guarantee ended price wars. No ifs, no buts, no fine print – 10% better value than our rivals on a comparable grocery shop or a voucher to make it so.

“Others can huff and puff as much as they like – shoppers want savings not spin; pounds in their pockets, not points on plastic.”

Sainsbury’s dubbed the move “smoke and mirrors” and claims that by ending its Double Points promotion the supermarket it saving itself £350m, but cloaking the saving as an investment into price cutting for consumers.

A Sainsbury’s spokesperson says: “This is classic smoke and mirrors from Tesco, giving with one hand and taking with the other. Removing double Clubcard points will save Tesco £350 million.”

“It is no surprise to us that Sainsbury’s price match policy, together with a stronger own brand offer, has forced Tesco to take this kind of action.”