Waitrose has announced that it will price match Tesco on 1,000 branded products from Monday, September 27.

The Brand Price Match pledge will cover well-known household brands such as Heinz, Branston, Hovis, Lurpak and Persil.

It is the latest stage in Waitrose managing director Mark Price’s bid to ensure Waitrose is not seen as too expensive for a weekly shop, following the launch of its own label Essential Waitrose range last year. Essential Waitrose now accounts for 17% of the chain’s sales.

The branded products covered will be checked against Tesco twice a week to ensure the pledge is being kept. Waitrose has launched the move with an advertising blitz today and letters and emails to two million customers.