Shoppers now have to buy a minimum of 10 items

Sainsbury’s has made four new categories exempt from its price-matching scheme Brand Match.

Baby feeding accessories; pet toys and accessories; beauty and beer, wine and spirits gift sets; and cosmetics, nail and lashes, hair/beauty accessories and fine fragrances, are no longer covered by Brand Match following changes to the scheme this week.

Their exclusion takes the number of categories not covered by Brand Match to 29 and is a similar approach taken by Asda and Tesco for these categories in their rival price comparison schemes.

The move follow Sainsbury’s decision to change the qualification for Brand Match from a minimum spend of £20 including at least one branded item, to 10 different items including one branded product.

“We want Brand Match to be as accurate as possible and as very few of these products are sold online by our competitors we have decided to no longer include them,” a Sainsbury’s spokesman said.

Shoppers, meanwhile, continue to give the changes a mixed reaction. “The old Brand Match terms and conditions were very easy to understand so why change them,” one posted on “I wonder if new terms and conditions have been brought in to favour Sainsbury’s.”

Another posted: “This looks simply like a way to try to minimise the cost impact of Brand Match on Sainsbury’s, still possible to use in a cost-effective manner, but far more complicated and annoying than before.”