By Stephen Lepitak

Tesco has relaunched its Brand Guarantee and will tell customers that they won’t pay more for branded goods immediately.

In announcing the new strategy, Tesco claimed that the move came from direct customer feedback which would price match against branded good sold by competitors Morrison’s, Asda and Sainsbury’s. The difference will be dedicated automatically in-store at the tills and online as well.

Competitor promotions will also be included within comparisons, the supermarket chain has promised.

Matt Davies, Tesco UK and Ireland CEO, claimed that shoppers had complained about the previous use of vouchers within the scheme.

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Source: The Drum