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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From next week, The Grocer is offering readers a chance to win an all-expenses-paid holiday worth £1,000 at a destination of their choice.
All you have to do to enter is to collect the coupons that will appear in the June 11, 18 and 25 issues of The Grocer. Details of how to enter will appear in the June 25 publication. So don’t forget to pick up a copy in your local newsagent or WHSmith.
The same group of businessmen who stepped in at the last minute to save the McCowans toffee manufacturing business have bought another Scottish confectionery manufacturer out of receivership.
Graham Wallace, Andy Allan and Alan Campbell set up Sally Gardens to buy McCowans in April and they have now set up Fairways No 2 to buy John Millar & Sons, which makes Pan Drops and employs 83 people in Broxburn.
Asda is trialling anti-theft holographic labels on high-risk items such as alcohol, batteries and razors. The Vendormark labels are transparent and can be stuck on to products’ brand names. The hologram displays Asda’s logo, thereby identifying where the product was first sold, together with a call centre theft action number. Consumers can call the number if they suspect they are being offered stolen goods.
Ofcom has launched a substantial information campaign to promote awareness of the additional London 020 3 number range in London and the south east.