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Rival supermarket Waitrose says its own similarly-named discount brand "Essential" range is trademarked.

Supermarkets argue over branding of their lower-cost products

The grocer will roll out its Just Essentials range at all its stores and online in a bid to keep prices down for shoppers struggling with the cost of living crisis.

By Ellis Hawthorne2020-10-27T15:00:00+00:00 The pandemic has wreaked havoc on the economy and, as a result, the supermarkets have had to make big changes to keep their prices in line with tighter shopper budgets. We’ve seen moves to everyday low pricing, round pound promotions and new value ranges – here’s how the retailers have played the price war this year Tesco Tesco was the first domino to tip on everyday low pricing in 2020. The changes began in early July, when it emerged the retailer told suppliers they had until 10 July to agree to drop their prices. By August, Tesco had cu...