Budgens has extended its Tesco price matching activity to cover a total of 500 lines.

The second phase builds on the launch of the initiative last September, which saw 300 key product lines being price-matched with Tesco superstore prices, as well as reductions on over 1,000 other items. Products covered by the second phase include Kingsmill bread, Heinz baked beans, Kellogg’s Rice Krispies and PG Tips.

The new value message is being communicated via leaflets, local advertising and in-store pos material.

Budgens brand owner Musgrave has committed to invest £13m annually to lowering prices in the symbol store network through price matching and promotions.

Musgrave Retail Partners GB managing director Donal Horgan said: “Budgens shoppers have already reacted well to phase one of our campaign with a particularly strong response to our Tesco price match activity.

“The shopper is at the heart of our business and with the cost of living rising significantly we are committed to helping them save money on every visit to our stores. We are giving shoppers exceptional value through a combination of permanent price cuts on Tesco price match and through great offers throughout the store every week.”