Sainsbury’s will extend its in-store Brand Match scheme to online orders from Wednesday as it steps up its battle against Asda.

Consumers who shop on Sainsbury’s website will receive confirmation on whether their branded basket was lower at the supermarket or at Asda, which it matches its brand prices against. If Asda is cheaper, shoppers will be given a money-off voucher that can be redeemed against their next online shop.

Sainsbury’s said the introduction of Brand Match online followed a trial in Northern Ireland.

Robbie Feather, director of online at Sainsbury’s, said: “We’re committed to putting the customer at the heart of everything we do. Launching Brand Match online is part of the extensive work we’ve been doing to improve our website and our online service, being there for our customers whenever and wherever they want.

“This is good news for our shoppers and another important step in the growth of our £1bn online business.”

In its last financial year, Sainsbury’s issued over 230 million Brand Match coupons with over half showing a comparable branded shop was cheaper at Sainsbury’s compared with Asda.

Sainsbury’s said it delivers an average of 215,000 online orders every week.