Countdown Rotorua has been forced to remove an advertising sign after a complaint from rival Pak'nSave.
The sign outside the Fenton St supermarket, which had been up for about five years, read: "Our mission - Rotorua's lowest grocery prices."
However, the Advertising Standards Authority this month ruled the sign breached the authority's code of ethics as the mission had not been proved to be genuine. The sign has since been removed.
Countdown Rotorua store manager Steve Green said the sign had been taken down last month.
"It referred to a genuinely held mission, and we compete vigorously every day in our store to provide great range, value, service and low prices for our customers."