Asda's 10% Price Guarantee has put the wind up Tesco, the retailer has claimed.

Tesco launched a press campaign this week attacking Asda's latest price initiative. One ad showed a trolley of goods that Tesco said was £58.22 cheaper than Asda with the headline: 'The Asda Price Guarantee. You can drive a trolley through it.' In a second ad, Tesco attacked what it called the "complicated" process shoppers have to go through to claim their discount. On both ads Tesco promised to redeem Asda's vouchers.

Asda responded to the ads with: "Clearly the truth on pricing hurts."

Tesco plans to complain to the ASA over Asda's campaign. The watchdog is expected to merge the complaint with its ongoing probe into the Guarantee's original form.