Tesco is promising to match Aldi and Lidl's prices on thousands of own-brand products.
Under the new plans the supermarket says it wants to benchmark the quality and price of its own-brand range with at least 60% of comparable Aldi and Lidl products.
However, the supermarket’s premium range will not be part of the new benchmarking system.
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How it will work
Tesco’s products are split into a ‘good’, ‘better and ‘best’ range.
Over the long term, the supermarket will use Aldi and Lidl as the benchmark for price and quality on 60% of products in its 'good' range.
Tesco’s ‘better’ range will be as cheap as Asda but be benchmarked on quality against Sainsbury’s on 80% of products in this category.
However, Tesco’s ‘best’ range of 'finest' products won’t be pegged to any other rival on price or quality.
New strategy
Currently Tesco operates a Brand Match guarantee in-store and online, which ensures its price on branded products across 500 lines beats Asda, Morrisons and Sainsbury’s.
Shoppers need to have at least 10 different branded items in their basket to qualify. If at least one of the items would have been cheaper elsewhere the difference is instantly taken off their bill before they pay.
Tesco's new strategy will mean benchmarking will be extended to 11,000 lines.
However, Tesco says the changes aren’t part of a new price-matching scheme but part of a longer term commitment to customers on price and quality.
A Tesco spokesperson said: “We always aim to provide the best possible quality and prices to our customers.
"We’ve already introduced our Farm brands range and Brand Guarantee service, and we’ll continue to benchmark more of our own label products against those of our competitors.”
Images courtesy of Tesco
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