Tesco has said it is moving its border price reduction programme to Dublin.
The company also said it will introduce the programme to all of its Irish stores by August.
It joins Marks and Spencer, Dunnes Stores and SuperValu in a massive pitch for the newly value-conscious shopper, as lower-cost operators Aldi and Lidl gain market share.
In May, Tesco said more than 12,000 prices were being reduced by an average of 22% in the border stores.
Speaking on RTÉ's Morning Ireland, Tesco Ireland Chief Executive Tony Keohane said that the border initiative had gone well and rejected suggestions that the company had moved some prices back up.
Tesco and other retailers came under fire from Irish food producers last week over what producers claimed was reduced shelf space for Irish products.
Mr Keohane denied Tesco had reduced its reliance on Irish producers, saying it was a 'massive supporter' of Irish agri-business.
But Mr Keohane said the company looked at all product lines it carried - Irish and international.
He said the products customers were buying remained, but those people were not buying were removed.
Mr Keohane said it was 'completely erroneous' to suggest that Tesco did not carry Irish products that people wanted to buy.
Asked about calls by a food industry body for a supermarket ombudsman and a code of practice in the sector, he said he would support anything that would reduce costs, but the last thing we needed was more red tape.
The Competition Authority has published the findings of a study examining higher prices in Ireland later today.
The study focused on areas such as food, clothing and pharmaceuticals.
The study has found that food prices in the Republic were 30% higher than in Northern Ireland.
Head of the Competition Authority Bill Prasifka said strengthening competitiveness would be the means by which to deal with the economic crisis.
