Price match scrapped as Tesco boosts own brand

Tesco is scrapping its price matching guarantee on branded products because shoppers are shunning them for own-brand goods.

The scheme, which gives shoppers instant refunds if their branded items cost more than at other supermarkets, will end on July 16, when Tesco will focus on “keeping everyday prices low” instead. The recent decline in popularity of branded items means only one in eight shoppers is now benefiting from the scheme, it said.

The store has already ditched its “everyday value” basics range, replacing it with “The Hearty Food Company”, which is intended to make items more appealing.