Whole Foods Market has introduced ‘price match’ tickets on thousands of branded products, reports The Grocer.
Posters have gone up in Whole Foods stores with the message ‘same brand, same price’.
Whole Foods new in-store marketing material is apparently careful not specify which retailer it is price matching. But the food industry weekly quotes ‘sources’ suggesting it benchmarking prices against those of Waitrose.
The magazine points out that the move effectively brings Whole Foods pricing on many branded lines closer to Tesco prices, given that Waitrose already matches Tesco on all branded groceries (excluding promotions).
