Tesco declares new price war against Asda'Double-the-difference' refund launched by Tesco

28 February 2011


Tesco has upped the stakes in its price war with Asda by launching a double-the-difference-back price promise.

The price promise guarantees to refund double the difference in the price of a product between Asda and Tesco, if you find it cheaper at Asda after you've bought it at the supermarket giant.

Using Tesco's own price check online comparison tool, shoppers can log on to Tesco Price Check and type in details from their receipt to find out within 36 hours if their shopping would have been cheaper at Asda. If Asda comes out cheapest, the shopper is emailed a voucher for double the difference to spend at Tesco.

What's included in Tesco's price promise

Although some products will be excluded from the price promise, Tesco claims it will only do so where there is a 'significant' difference in size and quality between similar products available at Tesco and Asda. 

The price promise will also include special offers, so if you buy a jar of coffee at Tesco and find it is currently on special offer at half price at Asda, you will still be eligible to receive double the difference in price.

Tesco is launching the price promise as part of a £200m campaign to cut prices on more than 1,000 items, including fruit and veg, meat and household products. See how Tesco fares against Asda for value for money in the Which? supermarkets survey of more than 12,000 Which? members.

Tesco versus Asda in price war

Asda was recently rapped by advertising watchdog the ASA for its original advertising of its Price Guarantee, which uses grocery comparison site Mysupermarket.co.uk to check prices against all its competitors. However, the ASA didn't rule against the methods behind the price comparison, so it will be interesting to see what is made of Tesco using its own Price Check to determine which is the cheapest of the two supermarkets.

Which? shopping expert Sarah Dennis says: 'Given Tesco's criticisms of Asda and its Price Guarantee, it was only a matter of time before it launched its own promise to up the stakes in the price wars between these two chains. 

'It will be interesting to see just how effective this latest step is in cutting food prices for consumers, and whether both supermarkets can sustain their battle to become the "cheapest".'

Air your views about Tesco's new price promise - join the Which? Conversation. For more ideas on how to save on your grocery shopping, take a look at the Which? guide to cutting your shopping bills.

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