Tesco chief executive Ken Murphy has pledged to keep cutting prices to help customers cope with the squeeze on their finances and maintain its sales momentum.
At least if Tesco customers are going to sweep the shelves bare, they can do so in the knowledge they are getting Aldi prices.
But what will the impact of Tesco’s seemingly nuclear move to compete with the German discounter be in the long term? And when we (hopefully) emerge from the twilight zone, will it stop customers going to Aldi?
Tesco published a full list of the 300 products included in its Aldi Price Match at midnight. Presumably it waited until then for fear Aldi would immediately react and the matches would be out of date on day one.