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Sainsbury’s is scrapping its Brand Match price promise scheme

Sainsbury's are scrapping their Brand Match price comparison scheme in favour of 'lower regular prices' – but do you buy it?
nectar cardCredit: Rui Vieira/PA WireSainsbury's Brand Match price comparison scheme is simple: If you can find a Sainsbury's own-branded item for cheaper at Asda, their main competitor, Sainsbury's will offer you a £10 money-off voucher to use on your next shop (provided you've bought more than ten Sainsbury's own branded products in one go).

However, we're sorry to be bearers of bad news but Sainsbury's Brand Match will come to an end on 26th April.

Sainsbury's claim that this move was in fact in response to customer needs (yup, we're confused too) as they believe shoppers would rather have regular low prices over a price comparison scheme. Convinced?

Sainsbury's claim they'll instead be investing money in keeping prices low overall and monitoring the price of branded products.

It's worth noting that Sainsbury’s aren't the only supermarkets to end their price comparison schemes either. In fact, they'll be the third big supermarket to scrap their price comparison scheme (after Tesco and Morrison’s) in the last six months.

Update: Tesco have responded to this news by announcing that they will now be accepting Sainsbury's Brand Match money off vouchers in Tesco stores, in a quest to poach Sainsbury's shoppers.

Customers are able to redeem their Brand Match vouchers in Sainsbury's stores for the two weeks following the closing date (so until Tuesday 10th May 2016) but Tesco will continue to accept Sainsbury's coupons until June 2016.

Is getting rid of the Brand Match a good idea?

It's hard to say whether or not scrapping the scheme will be a good or bad thing - it all depends on whether they stick to their promise of lowering prices across the board. Only time will tell!

It has been speculated that the main reason for these supermarkets giving up on their price-match schemes is simply too much competition from discount supermarkets such as Aldi and Lidl, whose regular-priced products often even beat low-priced basic goods in larger supermarkets.

Saving money on your grocery shopping

grocery shop

  • Stay away from brands! Try to take your grocery shopping down a notch - instead of buying Birds Eye peas, try Tesco's own version. If you already buy Tesco's peas, try their Everyday Value range. See if you can tell the difference! (Pro tip - if you live with brand snobs, buy the cheaper version and sneak it in to the expensive packaging. They'll never know!)
  • Don't go shopping when you're hungry. Never, ever go shopping on an empty stomach. You won't pay attention, and you'll be more likely to add extra goodies in to your basket that you dont't need - not good for the wallet (or the waistline!)
  • Try online shopping. Save time by getting your groceries delivered - it's a lot easier to stay in budget, too. Check out our guide to online food shopping for more info
  • Buy out of date food. Just because food is out of date doesn't technically mean it's off. Save up to 70% on your food bill by using Approved Foods, who sell out of date (but perfectly edible) food
  • Check out the reduced food aisle! This area is a bit hit-and-miss and you sometimes have to fight people off, but you can find super cheap food that's going out of date but still good to eat

We have oodles more tips on saving money on your food shopping, and a brilliant guide on sneaky tricks supermarkets play to get customers to spend more... Arm yourself with knowledge and you'll soon find you have more money for the important stuff like textbooks and alcohol.


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