Supermarket giant Tesco has made a major new commitment to shoppers by locking in low prices on more than 3,000 branded household products. The retailer's Everyday Low Prices scheme launched on Monday, 5 January 2026, aiming to provide consistent value on the nation's best-loved brands.
What's Included in the Price Promise?
The extensive list includes iconic items found in kitchens across the UK. Key examples highlighted by Tesco show the locked pricing, with a 320ml bottle of Fairy Original Washing Up Liquid at 90p, a 40-teabag pack of PG Tips Original black tea for £1.70, and a 150g tin of Heinz Baked Beans in Tomato Sauce costing 60p.
Other famous brands covered by the initiative include Branston Pickle and Cadbury Highlights Milk Chocolate Drink. The move is a direct response to customer loyalty towards specific brands, with Tesco's own research revealing that 64% of shoppers could name at least one brand they would never consider swapping.
Why Tesco is Making This Move
Aswin Prasad, Tesco UK CEO, explained the thinking behind the scheme. "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."
He added that whether a customer's essential is Heinz Baked Beans, PG Tips, or Fairy Liquid, they can now be confident of getting "consistent great Tesco value" on the items they buy week after week.
Understanding Shopper Loyalty
The commitment is backed by consumer research conducted by Tesco, which surveyed 2,000 respondents. The study found nearly a third of people could think of several brands they would refuse to change from.
When asked to pick their favourite branded items from a list of 50 famous supermarket products, the top five were:
- Coca-Cola
- Cadbury’s Hot Chocolate
- Fairy Original liquid
- Branston Pickle
- Heinz Baked Beans
This insight into unwavering brand loyalty has clearly shaped Tesco's latest pricing strategy.
The new Everyday Low Prices scheme sits alongside the existing Aldi Price Match on more than 650 product lines and over 10,000 Clubcard prices. Together, these initiatives mean Tesco customers now have access to reduced prices across a vast and growing range of goods, offering significant help during the ongoing cost of living pressures.
