Sainsbury’s has promised to match the prices of certain products at Tesco and Asda as the UK supermarket price war intensifies.
Sainsbury’s ‘Brand Match’ initiative comes two weeks after Tesco launched a £500m ‘Big Price Drop’ which saw prices cut across 3,000 product lines.
The ‘Brand Match’ scheme has already been trialled in Northern Ireland and has received a warm reception from consumers.
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Sainsbury’s new promotion will be rolled out in the UK on Wednesday with a price comparison system at tills across its branches instantly calculating the price of branded goods in a customer’s shopping basket.
The products will be checked against the same brands at Asda and Tesco and if the basket is found to be cheaper at rival supermarkets, Sainsbury’s customers will receive a coupon for the price difference.
Customers will only qualify for this coupon, which is valid for two weeks, if they spend a minimum of £20 in-store. The promotion will not apply to online shopping.
Above: Celebrities like Jamie Oliver and Gok Wan have helped to establish Sainsbury's as Britain's second leading supermarket chain
