Waitrose has extended its price-matching with Tesco from 1,000 branded grocery products to 7,000.

Promotions are excluded from the promise, as they were from the original pledge introduced in September 2010.

In a letter to customers, Waitrose MD Mark Price took a swipe at rival price-matching schemes at Sainsbury’s, Tesco and Asda.

“There are no gimmicks [with us], no coupons to redeem against a later shop and no need to check your receipt online,” he said. “We simply match the prices on the shelf, so you benefit immediately.”

Alongside Essential Waitrose and increased promotions, the extension to its price-matching with Tesco would give customers more confidence to do an entire weekly shop at the supermarket, Price said.