Sainsbury’s has fought back in the battle for market share between the UK supermarkets in extending its Brand Match scheme.
The supermarket is to roll-out the initiative - which aims to ensure customers don't pay more for their branded grocery basket than they would at Tesco or Asda - across the UK from Wednesday.
It has been trialling the scheme at 12 supermarkets in Northern Ireland where it “has been overwhelmingly well received by shoppers since its introduction”, Sainsbury’s said.
Shoppers simply need to spend £20 or more and buy at least one comparable branded grocery item to benefit from the promotion.
Using independently verified price data supplied by experts BrandView, the Brand Match technology instantly calculates the cost of a customer's basket of branded grocery goods compared to the cost of the same branded basket at Asda and Tesco, including any promotional deals that are running.
If the branded grocery basket would have been cheaper at either store, shoppers will immediately receive a coupon equal to the value of the difference, depending on whether Asda or Tesco were cheapest.
The move comes after Asda launched its Price Guarantee to be 10 per cent cheaper earlier this year and Tesco announced its Big Price Drop worth £500 million last month.
Mike Coupe, Sainsbury's group commercial director, said: "Unlike some of our competitors we aren't asking customers to do the hard work to check on our prices. We know shoppers don't want the hassle of having to enter different pieces of information on their computer at home before having to then print out a coupon just to check they are getting the best deal. We are so confident that our prices are competitive with Asda and Tesco that we are happy to do the legwork for our customers.
"We have always believed that our own brand food is the best of all the supermarkets but now customers can be assured that at Sainsbury's they will no longer pay more for their basket of grocery branded goods then they would at Asda and Tesco. The rollout of Sainsbury's Brand Match, combined with the recent launch of by Sainsbury's, shows our firm commitment to helping our customers Live Well For Less."
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