Asda is stepping up the pressure on Tesco by extending its 10% price guarantee to non-food areas such as electronics and toys.
Chief executive Andy Clarke told attendees at the British Retail Consortium’s annual conference the move was a “natural extension” of its guarantee on food, launched earlier this year.
“We’ll look to keep extending the Asda price guarantee,” said Clarke. “To see what price you’re paying [compared to elsewhere] is going to become even more important for general merchandise.”

Under the strategy, Asda guarantees that a basket of grocery products at its stores is 10% cheaper than at rivals or it will refund the difference.

The supermarket debuted its guarantee in April 2010, initially promising only that a basket of food would just be cheaper than elsewhere.

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