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Sainsbury’s ends Brand Match in favour of lower regular prices

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Sainsbury’s is reinforcing its commitment to offer great products and services at fair prices by replacing its Brand Match scheme with lower regular prices on products that matter most to customers.

  • The move is a further step in Sainsbury’s pricing strategy to lower regular prices and reassure customers they will always get a good price
  • Customer research shows that lower regular prices matter more
  • The money from the scheme will be wholly reinvested in lowering the regular prices of everyday products that matter most to customers
  • Customers will have more flexibility to buy what they want, when they want it, at great prices with no restrictions

All the money from the scheme will be reinvested in lowering the price of popular key products that customers buy week in, week out, including chicken, bread, cheese, fresh produce and household cleaning items.

Sainsbury’s spoke to customers across the country, and the vast majority said that lower regular prices were more important to them than Brand Match. The findings also reflect previous feedback, which showed that customers want clearer, simpler product pricing, and the flexibility to buy the products they want, in the quantities they need, whilst still enjoying great value.

Sarah Warby, Sainsbury’s Marketing Director said: “Customers have told us that they want lower regular prices, and that this is more important to them than Brand Match. We’ve taken this on board and will now be investing all of the money from the scheme into lowering the regular prices on everyday products.

We know that customers like the changes we’ve already made to the way we price our products because it fits in with the way people shop now. Our customers are shopping more frequently across multiple channels and they want to be able to buy the products they love, in the quantities they need, safe in the knowledge that they are getting great value for money. Our simpler, clearer pricing lets them do just that.”

Sainsbury’s will continue to monitor the prices of branded products to ensure it remains competitive, and offers customers great value.

The last Brand Match coupons will be issued on Tuesday 26 April.

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