Waitrose is set to compete with Tesco by matching the latter’s prices on all branded groceries.

Mark Price, managing director of Waitrose, announced in a letter to customers last Wednesday (2 May) that the John Lewis-owned supermarket chain would be extending its initial 1,000 product price match on branded goods. The company’s Brand Price Match, which launched in September 2010, will now include almost 7,000 products in total, excluding promotions.

Price said: “The tough economic climate is putting pressure on everyone, so this is excellent news for customers. Extending Brand Price Match, alongside Essential Waitrose, increased promotions and free delivery for online orders, will give customers even more confidence that they can do their entire weekly shop with us, with no sacrifice of quality, range and inspiration or service.”

The letter went on to say: “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.”