Waitrose has hit back at Sainsbury’s latest press campaign, in which it highlights the price difference on fresh produce between the two.
The Fresh to Sainsbury’s campaign features fruit and veg, from peaches to potatoes.
At the bottom of the advertisement for its 45p peaches, it reads: ‘Why pay 79p each at Waitrose?’
The same tactics are used for Galia melons and tomatoes.
A spokeswoman for Waitrose said the campaign was not comparing like with like or variety with variety.
She added: “Market prices for fresh produce in this sector fluctuate widely throughout the year so it’s important to compare prices on the same day. If one day’s current promotional price is compared with month-old non-promotional prices elsewhere, that doesn’t provide a fair picture.
“True value is far more than a simple matter of price.”
She said Waitrose shoppers understood that its prices were based on quality and size. “There are also quality factors that you simply cannot see on shelf, such as traceability, origin, farming practices, and product specifications.”
A spokeswoman for Sainsbury said the campaign was part of its strategy to take a “more proactive stance to get better recognition for the value we offer both through prices and promotional offers”.
Sainsbury has cut 1,000 prices since January, on top of 6,000 cuts last year.
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