War of the lenses

In formulating its launch to the newspapers, Tesco personnel entered the Welwyn Garden City branch of Boots Opticians 11 days ago and used Boots' January 2005 leaflet Contact Lenses. Choosing and buying the right contact lenses at Boots Opticians.

In all cases the supermarket's prices are cheaper than the Boots price, and in some cases half the price.

Savings on top brands will be as much as 60 per cent against other retailers, Tesco's publicity boasted this week.

'Under the amended law, opticians are now required to supply customers with a contact lens specification at the end of a consultation so that they can shop around for their lenses.

'And Tesco is making it easier than ever to buy - by providing an online and phone ordering service as well as selling lenses in its in-store opticians and pharmacies.'

Tesco chief executive Sir Terry Leahy said the supermarket had been told by its customers that they 'would be far more likely to try contact lenses if they cost less and were more convenient to buy'.

'By using our experienced pharmacists and our proven ability as an online retailer we can make contact lenses cheaper and more accessible, offering customers top brands at half the price of other retailers.'

david.challinor@rbi.co.uk