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GRO54328: Waitrose is more than happy to shout about the fact that it's not more expensive than Tesco, but this is utter rubbish as it's quickly followed up by 'excluding promotions'. Anyone who has shopped in Tesco will know most things are on some sort of offer making Brand Price Match as worthless as the cardboard it's printed on.

Neil: Brand Match at Sainsbury's won't charge you more than you paid before. If your branded shopping would be cheaper at Sainsbury's you're issued with a coupon saying how much you save compared to Tesco/Asda. Previously Sainsbury's did operate 'Price Check' - a scheme similar to Waitrose's that potentially could've lead to prices going up as well as down.