In an industry first, Britain‘s biggest supermarket chain has overhauled its price-matching scheme, offering customers instant reductions on branded goods at the till. 

As part of Tesco’s existing “Price Promise” scheme, customers are given a voucher to use on future visits if their basket of goods, including branded and non-branded items, could have been purchased cheaper from big four rivals Asda, Sainsbury’s and Morrisons. 

The grocer‘s new “Brand Guarantee” scheme, launched today, means that if a customer‘s