Sainsbury's says it will continue its Brand Match initiative into 2012; program guarantees that customers will not pay more for their basket of branded groceries than they would at Asda or Tesco

LONDON , January 3, 2012 () – Sainsbury's has today announced it will continue its Brand Match initiative into the New Year following a positive reception from customers.

Mike Coupe, Sainsbury's Group Commercial Director, said: "Customer feedback about Sainsbury's Brand Match has been excellent, so we're delighted to announce that we're continuing with the scheme. Customers tell us they're reassured that Sainsbury's Brand Match means they will always receive great value when they shop with us. They love the fact that, when we are more expensive, Sainsbury's Brand Match gives them an instant reward. Unlike some of our competitors, we're happy to do all the hard work for our customers.

"The quality and value of our own brand ranges and the power of Sainsbury's Brand Match means there really is no need to shop around."

Sainsbury's Brand Match, which guarantees that customers will not pay more for their basket of branded grocery goods then they would at Asda or Tesco, including deals, has issued over 45 million coupons since launching in October 2011. Of the issued coupons over half have told customers that their shopping at Sainsbury's was cheaper than it would have been at Tesco or Asda.

Since launching in October recognition of the coupons across Britain has grown and is now at 71 per cent. In Northern Ireland, where the initiative was first trialled in August, 84 per cent of Nectar customers are aware of the scheme. Prior to Christmas one in three Nectar customers felt that Sainsbury's Brand Match would encourage them to shop at the retailer for Christmas.

The industry-leading Sainsbury's Brand Match technology calculates 14,000 prices at Asda or Tesco in under 0.0025 seconds. If a customer's basket of branded grocery goods would have been cheaper that day at Asda or Tesco, the customer instantly gets a coupon for the value of the difference. The customer can then redeem the coupon the next time they shop.

Sainsbury's Brand Match, alongside the launch of thebySainsbury's range of 6,500 products, is a key part of the retailer's commitment to help customers to Live Well For Less.

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