Sainsbury’s pulls out of Asda Brand Match war

SUPERMARKET group Sainsbury’s is to axe its Brand Match scheme which gives money back when branded goods are cheaper at Yorkshire-based rival Asda.

The chain said it is replacing the scheme with lower regular prices on products that “matter most to customers.”

It said customer research shows that lower regular prices “matter more.”

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.

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