Tesco has urged the Advertising Standards Authority to force Ocado to scrap its ad campaign claiming that it is price-matching the UK’s biggest supermarket on 3,500 branded products.

Tesco argues that grocery home shopping group Ocado is regularly more expensive on at least 500 items. Tesco is furious that Ocado claims to offer “Waitrose products at Tesco prices”.

A Tesco spokesman told The Times: “We think it’s underhanded and entirely misleading.”

Ocado started its price-match campaign in February, vowing to bring down the prices of products of brands such as Pampers and Coca-Cola.

Ocado marketing and finance director Jason Gissing said it checked its prices against Tesco’s every week. He said: “We are not surprised that Tesco has decided to act with its customary aggression, but we are disappointed [that] it doesn’t have more important issues to focus on. It has clearly realised that its initial response of price-cutting goods [that] we both sell has not worked.”

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