Tesco has cut the price on dozens of fresh produce items in a bid to match prices with Aldi.
From citrus to berries and grapes, as well as a range of vegetables have been reduced to keep pace with the discounters' price points, which have seen them make rapid gains in retail market share in the past decade.
The campaign includes important products such as Tesco Ripe Bananas (5 Pack), and Tesco Whole Cucumbers as well as many other Tesco and branded products.
The Aldi Price Match campaign is also available online.
Tesco said the campaign builds on “significant investments” it has made in the price and quality of the Exclusively at Tesco brands over the last 18 months.
Alessandra Bellini, Tesco chief customer officer, said: “Our customers tell us they want the most competitive prices on the things they buy regularly. This new campaign will help time-poor and budget savvy customers get Tesco products at Aldi prices on products that matter to them.'
Products included in the new campaign will have a distinctive red Aldi Price Match bubble displayed at the shelf edge and will be called out online, ensuring customers can easily spot products that are included.
Tesco says it checks prices in Aldi stores twice weekly in England, Wales and Scotland, and only on products with a minimum of five of their stores.