Sainsbury’s has launched its price-matching voucher scheme to rival Asda and Tesco, as revealed by The Grocer in June.

The retailer’s 12 stores in Northern Ireland are to trial the Brand Match initiative from tomorrow.

Customers will instantly receive a money-off coupon at the end of their shop if the same basket of branded groceries would have been cheaper at either Tesco or Asda.

Sainsbury’s has promised to price-match more than 12,000 items. It said it was confident a basket of goods would rarely – if ever – be more than £20 cheaper at Tesco or Asda.

“Brand Match marks a huge step forward in the supermarket shopping experience and we’re delighted customers in Northern Ireland will be the first to trial it,” said commercial director Mike Coupe.

“We want to give shoppers a no-hassle experience. We understand they don’t want to spend time constantly checking prices or logging onto a computer to print out a coupon at home.

“Quite simply, we’re doing the maths and the work so they don’t have to.”

The Grocer revealed in June that Sainsbury’s was preparing to launch a brand-matching scheme and had been canvassing opinion via a customer survey.

Read more
Sainsbury’s plans its own offensive in the price-matching wars (27 June 2011)
Asda widens 10% price guarantee to non-food (10 June 2011)
Revealed: the IT whizz who caused Tesco’s Double trouble (9 May 2011)