Tesco has pledged to hold prices on more than 3,000 branded products as part of a new low prices scheme.

The supermarket said bringing brands into its price commitment will offer customers greater reassurance on costs.

It added that the scale of the freeze is significant, covering three times more brands than previous price commitments.

The new scheme sits alongside Tesco’s existing Aldi Price Match on more than 650 lines and over 10,000 Clubcard Prices, which the retailer said underscores its focus on value.

Brands included in the freeze span household names such as Weetabix, Fairy Original Liquid, Heinz Baked Beans and PG Tips.

Tesco research found 64 per cent of shoppers surveyed said there is at least one brand they would never consider swapping, while 31 per cent said there are several brands they would not substitute for a cheaper option.

More than 70 per cent of respondents also said a strong branded selection is an important factor in choosing where to shop, rising to 79 per cent among 25 to 34‑year‑olds.

Ashwin Prasad, UK chief executive at Tesco, said the scheme means customers can be confident of consistent value on branded products they like.

“Our most‑loved brands don’t just have a place in our shopping baskets – they hold a genuine place in the nation’s heart,” he said. “That’s why we’re committed to keeping prices consistently low on thousands of branded products through our new Everyday Low Prices.”

Earlier this week Morrisons announced it would cut prices of around 2,500 products, including freezer items, fresh produce, everyday staples and cleaning essentials.

Morrisons said the price cuts will help customers eat more healthily at the start of the year at a time when many are “feeling the pinch”.

It added that the reductions form part of ongoing investment in affordable everyday shopping, with cuts clearly highlighted in store and on the Morrisons website to make them easier to spot.

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