Sainsbury’s is changing its price comparison tool Brand Match as the competition for grocery loyalty hots up.
From June 2, Sainsbury’s customers will no longer have to spend £20 to qualify for a Brand Match comparison. Instead, customers will need to pick up 10 different items, including at least one comparable branded product.
The comparable items will then be priced and if it would have been cheaper at Asda or Tesco, Sainsbury’s will give shoppers a coupon for the difference.
A Sainsbury’s spokesman said: “Our customers love Brand Match as they know it reassures them that they will enjoy great value on their branded grocery shopping. We hope that this change will make it even easier for customers to understand how the scheme works and how they can benefit from it.”
The move comes as supermarket rivals step up their price campaigns to win shoppers.