Waitrose to match Tesco on all grocery brands

Waitrose is stepping up its Brand Match promotion by extending it to all branded grocery products from today.


The supermarket hopes to give shoppers confidence that they can do their entire weekly shop at its stores.

Waitrose, which has been trying to shift away from consumer perception that it is more expensive than rivals during the recession, launched its initial Brand Match pledge on 1,000 branded grocery items in 2010.

This will now be extended to include all 7,000 branded grocery items it stocks.

Prices will be matched against a “representative” large Tesco store, but will exclude local product ranges and promotional prices.

The supermarket is also running a press and online marketing campaign to support the move.

As part of the marketing campaign all Waitrose customers received an email from managing director Mark Price today (2 May) to promote the Price Match extension.

He says: “As you would expect from Waitrose, there are no gimmicks, no coupons to redeem against a later shop, and no need to check your receipt online. We simply match the prices on the shelf, so you benefit immediately.”

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