Sainsbury’s is to take on Asda and Tesco and launch its version of a price match trial in a trial in Northern Ireland.

The grocer will trial its Brand Match in 12 stores, which it claims uses technology to price match with Asda and Tesco on 12,000 branded grocery lines.

If at the till customers’ groceries are found to be more expensive than they would be at Tesco or Asda, the customer immediately gets the price difference as a coupon against their next shop. This differs from Asda and Tesco’s price match offers, which customers can redeem for a coupon when they get home and check the difference online.

The price match is provided by, and it calculates the cost of a basket of branded grocery goods compared to Asda and Tesco including any promotional deals they are running.

Shoppers need to spend £20 or more and buy at least one branded grocery item to take part in the Brand Match.

Mike Coupe, Sainsbury’s group commercial director, said: “Sainsbury’s 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.

“We’ve always been committed to offering the best price on brands and by developing and installing innovative technology in our stores we can reassure every customer that they’re paying the same for their basket of branded grocery goods every time they shop with us. If your basket of branded grocery goods is cheaper at Tesco or Asda, Sainsbury’s Brand Match technology allows us to us to issue a coupon for the difference immediately.

“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.”