Waitrose has signed up the pricing intelligence experts Profitero to run its Brand Price Match scheme.

Under Brand Price Match, which Waitrose previously powered in-house, the supermarket pledges to match Tesco on all branded groceries, excluding promotions.

Waitrose and Profitero have signed a multi-year agreement that will see Profitero run Brand Price Match and prove other pricing support.

“Profitero provides us with the data we require to support our pricing strategy, helping us to continue to deliver the best possible value to our shoppers,” said Waitrose pricing and promotions manager Jeremy Pattison.

CEO and co-founder of Profitero Volodymyr Pigrukh: “We are delighted to welcome Waitrose on board as a Profitero customer and are confident that our advanced pricing technology will enable Waitrose to remain competitive on price.”

Profitero also works with Ocado and Tesco Direct in the UK.