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Ocado starts price-matching 10,000 Tesco items

Rebecca Goodman
Written By:
Rebecca Goodman

Ocado has started a new price promise which matches the cost of 10,000 items against rival supermarket Tesco.

If you buy items from Ocado which are included in the price promise and they are cheaper at Tesco, the supermarket will send you a voucher for the difference in price.

The online supermarket was recently voted in the top spot for online shopping experience, with an overall score of 81%, by the consumer group Which?, followed by Iceland and Waitrose, which both had overall scores of 76%.

The price promise launch comes as food price inflation rose 17.1% in February, adding an extra £811 to annual grocery bills.

Own label and branded items included in price promise

The Tesco price promise from Ocado follows on from offers launched by several other supermarkets to help customers with rising prices.

The shop said 10,000 branded and own-label products are included and they have a red symbol on them.

If your shop from Ocado is cheaper, or the same price, as the equivalent shop from Tesco, you’ll be sent a message to tell you how much you’ve saved.

If it’s more expensive, a voucher will be sent to you within 72 hours. This is capped at £10. This needs to be used on an Ocado order within 21 days.

Competition between the supermarkets for customers

There is fierce competition between the supermarkets to provide value to customers and also to increase their own sales.

Tesco announced it had frozen the price of more than 1,000 items until April while Morrisons recently cut the price of many items by 20% in a bid to help customers with rising prices.

Meanwhile, Sainsbury’s launched £2 Taste It, Don’t Waste It, boxes of surplus fruit and vegetables while Aldi has also partnered with the food waste company Too Good To Go to offer £3.50 ‘Magic’ bags of food worth £10.

Tesco is currently in the top spot for market share, with sales up by 6.6% in the 12 weeks to 19 February. Sainsbury’s and Asda were just behind with rises of 6.2% and 5.9% respectively, according to the data from Kantar.

However, discount supermarkets are also seeing huge growth. Aldi recently announced it was hiring more than 6,000 staff as part of an expansion plan and was named as the cheapest supermarket in the UK by Which? for January.

Hannah Gibson, chief executive officer of Ocado Retail, said: “At Ocado, everything we do starts with our customers and we know how important value is to them right now. We continue to support our customers by investing in price across branded and own-brand products.

“And now with our Ocado Price Promise, we’re comparing over 10,000 products, matching the price of like-for-like shopping to tesco.com, so customers can be sure they’re getting great value at Ocado.”