Waitrose launched price match guarantee


Waitrose has launched a price match guarantee in an effort to shake off its reputation for being a more expensive supermarket.

The pledge, which is in the same vein as John Lewis's “never knowingly undersold” campaign, sees the supermarket match the price of branded groceries at Tesco as it seeks to win the favour of cash strapped consumers.

Waitrose has been matching Tesco's prices on 1,000 products since September 2010 and the new investment will see the pledge rolled out to 7,000 items.

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