Waitrose is to match the prices of 1,000 branded products with Tesco.
The move builds on the launch of its essentials own label range in March 2009, which makes up 17% of sales.
The lines included in the price match range from storecupboard staples such as Heinz Baked Beans to household basics like Persil and have been selected because they are top-selling brands that are most frequently part of customers’ weekly shop.
Mark Price, managing director of Waitrose, said: “The success of essential Waitrose means a third of a million more people are shopping with us every week, attracted by Waitrose quality at competitive prices.
“Today’s move extends our appeal still further by offering excellent value on 1,000 popular branded goods, giving customers yet another reason to shop with us.”
Waitrose has sent letters and emails announcing this latest move to 2m customers and will also be communicating through press, TV and outdoor advertising.
Waitrose said brand price match items will be monitored twice a week to ensure they are kept in line with the commitment to match prices at Tesco.