Waitrose revealed it has upped the number of products cheaper at Waitrose than Tesco in its new TV ads which debuted last night.

The grocer has increased the range of products at discount to customers of its loyalty scheme myWaitrose from 100 branded and own label products to 250 branded and 230 own label items.

Waitrose has been offering a 10% discount off 100 branded and own label products since January. The promotion is in addition to its Brand Price Match commitment to match Tesco prices on branded lines.

One iteration of the TV ads features a box of Weetabix that it said cost £2.39 at Tesco and at Waitrose but myWaitrose customers receive 10% off “making it cheaper than at Tesco”.

Waitrose launched its loyalty card in 2011. Cardholders are offered rewards and access to exclusive compeitions but the card is not point-based.

Waitrose TV ad