Morrisons began a price war after Christmas. It cut the prices for 5,000 items, which it said would save the average shopper an estimated £40 per week.
by extending its existing Price Guarantee scheme.
The scheme guarantees the cost of its customer's shopping by refunding the difference plus a penny if the basket is cheaper at a major rival.
From 6 January, if the Asda basket is not at least 10% cheaper than other major rivals, customers will receive a voucher that makes up the difference.
Tesco has now entered the fray, pledging to accept Asda's Price Guarantee vouchers in its stores.
Tesco has double-page ads in today's Sun, Mirror and Daily Mail that explain the 12 complex steps Asda customers must complete to receive the Price Guarantee, while promising to accept the vouchers in its own stores.
The ad said: "If you've got an Asda Price Guarantee voucher that shows they're not 10% cheaper, we'll accept it at Tesco. So why go back to Asda?"
, which pointed out the mysupermarket.com price comparison website does not include its prices.
. Its like-for-like sales were up by 3.6%
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