Sainsbury’s CEO slaps Tesco's 'Price Promise'
Justin King, Sainsbury's CEO, is thinking about grassing Tesco up to the ASA over their new Price Promise initiative, because he thinks the whole thing is dreadfully unfair.
If you missed the story, Tesco have introduced this new price comparison tool, along with the claim that it is much more comprehensive than Sainsbury's Brand Match service, mainly because it compares own label as well as branded products.
However, King spat the ring and claimed that it was impossible for Tesco to compare like-for-like with its own-label products.
Asked if Sainsbury’s would consider extending Brand Match to cover such products, he said: "No, quite the reverse, actually. We think the strength of Brand Match is precisely that. That it is Brand Match. I think you have already seen some significant conversation around Tesco’s price match as to how on earth one truly and fairly compares own label. And of course we would share that concern."
"We think the vast majority of our Own Label is not comparable to that of our competitors and we know from our customer research that the reason they like Brand Match is that it is clear, straightforward, they know exactly what it is. Those brands are of course completely comparable supermarket to supermarket."
He added: "There is a new protocol that was agreed with the ASA about a year or so ago where the first place that you go, if someone is advertising something you think is unfair, you go to them. So you can be sure we will be pointing out to Tesco where we believe their own-label products are being unfairly compared to ours."