Tesco scraps brand guarantee promise: 'It's far less relevant for our customers today'

Tesco is moving away from its unique marketplace differentiator – its brand guarantee that claims to sell brands cheaper than rivals Asda, Morrisons or Sainsbury's.
Back in 2015, the retailer launched the new brand guarantee and no longer required consumers to dig out receipts from other supermarkets to compare brand prices. Instead the price difference was policed by Tesco and deducted automatically, making savings of up to £20. However, to qualify, shoppers had to buy at least 10 i