Tesco’s Price Promise coupon scheme rolled out nationwide today.

The scheme compares the cost of branded, own-label and fresh-food groceries with that of the same or equivalent products at rival supermarkets. If these products are found to cost less elsewhere, the shopper will receive a coupon of up to £10 to make up the difference.

To qualify, customers have to have a basket with a minimum of 10 separate items. Price Promise covers half-price and ‘buy one, get one free’ offers at Tesco and at other supermarkets, according to the company.

“We’re working hard to build a better Tesco for our customers in the UK, and Price Promise is an important part of that,” said Tesco UK MD Chris Bush. “It gives our customers complete confidence that they won’t lose out by shopping at Tesco.”

The scheme is a response to initiatives such as Sainsbury’s Brand Match, which has been running since October 2011. Unlike rival schemes, Tesco said its Price Promise is the first to include own-label items. “We’re the first major retailer in the UK to compare our prices against the branded and own-label prices of our competitors and give customers an automatic coupon for the difference,” Bush said.

The national rollout follows a trial in Northern Ireland, where Price Promise has been running since October. At present Tesco Express stores are excluded from the scheme. However, Tesco.com shoppers are eligible, and will be able to claim their price-matching coupon via email.