Sainsbury's Brand Match

Sainsbury's Brand Match is another way to help you Live Well For Less than you thought at Sainsbury's.

How it works

Every time you spend £20 or more instore, we tot up the prices of the brands in your trolley, and if you could have paid less at Tesco or Asda – even because of a deal* – we’ll give you a coupon for the difference. Below, you can see the Brand Match details on your most recent shop.

Frequently Asked Questions

  • Sainsbury's Brand Match is a guarantee that if you could have paid less for an identical basket of branded products (same size, flavour, colour etc) at Tesco or Asda, we will give you a coupon at the till for the difference, at the end of that transaction, up to the value of £10.

    The value of the coupon we give will be the difference between the Sainsbury's price for your basket and the cheapest price in Tesco or Asda for an identical basket bought on the same day.

    You can then use the coupon on your next shop within the next 14 days.

    For information on how to qualify, see Question 2.


  • You need to spend £20 or more in one transaction in a main supermarket and buy at least one branded product that is exactly the same (e.g. the same size, the same flavour, variety or colour) to the branded product on sale in Tesco or Asda. This is called a 'Comparable branded product' in our terms and conditions. For information on comparable branded products, see Question 7).

    You must be shopping at a main or self-scan checkout in a supermarket in order to qualify for Sainsbury's Brand Match. (Some exclusions apply - see terms and conditions).

  • Our till technology will calculate how much all the comparable branded products (Kellogg's, Ariel, Coca Cola etc) in your shop cost in total. It will then calculate how much exactly the same products would have cost in Tesco and Asda (using the prices listed on their websites) if you bought them on the same day.

    If the products would have been cheaper in either Tesco or Asda we will give you a coupon back for the difference at the end of your shop. If both Tesco and Asda would have been cheaper we will give you a coupon for the difference between what you paid and the cheapest competitor. When our prices are cheaper than, or the same as, both Tesco and Asda, we will give you a coupon telling you how much money you have saved, or that your branded shop was the same price.

    We take into account comparable lines where Sainsbury's are cheaper than Tesco and Asda and where Sainsbury's are more expensive than Tesco and Asda.

    Please see an example comparison below:

    This example is for illustrative purposes only. Prices will vary over time. Sainsbury's Brand Match comparison will be calculated daily using up-to-date information. 


    Number bought Product Sainsbury's Price Tesco Price Asda Price Notes
    1 JS British Semi Skim Milk 4 Pint 2.272L £1.29 #NA #NA  
    1 Benecol Strawberry Yogurt Drink 6X67.5G 405g  £3.78 £4.42  £3.78  Multibuy offer at Sainsbury's, Tesco-2 for £6.00. Multibuy at Asda,buy 2 save £1 (although only 1 bought) 
    1 JS British Extra Mature Cheddar £2.00 #NA #NA  
    1 JS Loose Fairtrade Bananas £0.68 #NA #NA  
    1 Heinz Baked Beans In Tomato Sauce 6X415g 2490g £3.30 £3.00 £3.00 Save offer at Tesco and Asda -Both offers, save 60p was £3.60 now £3.00.
    1 Taste the Difference Golden Yolked Eggs x 6 £0.39 #NA #NA  
    1 Robinsons Apple And Blackcurrant Squash 1000ml £1.40 £1.00 £1.00 Save offer at Tesco, save 39p was £1.39 now £1
    2 Mcvities Hobnobs Chocolate 300g £1.75 £1.00 £1.75
    (2 for £2.50) 
    Save at Tesco - save 75p was £1.75 now £1. Multibuy at Asda, buy 2 for £2.50
    1 Js Basics Spaghetti 500G £4.13 #NA #NA  
    2 Hovis British Farmers White Loaf 800g £1.40 £1.50
    (2 for £2.50) 
    #NA  Multibuy at Tesco buy 2 for £2.50
    1 JS Chicken Fillets 460g £4.50 #NA #NA  
    1 Waipara Hills Pinot Noir 750ml £12.99 £15.99 #NA  
    1 Innocent Orange Juice With Bits 1350ml £2.00 £2.99 £2.68  
    1 Shreddies Original 500g £2.29 £2.49 £2.08  
    2 Imperial Leather Citrus Burst Refreshing Shower Gel 500ml £2.29
    (2 for £3) 
    (2 for £3)
    (2 for £3)
    Multibuy offer at Sainsburys, Tesco and Asda. All offers buy 2 for £3
    1 Nouvelle Soft Toilet Tissue 9x225 sheets £3.40 £5.00 #NA Save offer at Sainsbury's - Save £1 Was £4.40 now £3.40
      Difference vs. Sainsbury's   £3.93 £1.23  
          Sainsbury's is £3.93 cheaper than Tesco Sainsbury's is £1.23 more expensive than Asda  

    So from the above shopping list you would receive a coupon for £1.23p.

    (prices valid on 29 April 2013; obtained from and

  • We collect prices by running a daily web scan of the Tesco and Asda grocery shopping websites using independent data provided by These prices are sent to all participating main supermarket stores every day, so we can compare prices using Sainsbury's Brand Match technology.

  • We're confident that the information provided by our independent data provider (which is used to calculate the Brand Match coupon is accurate). You can check the Brand Match calculation we made on your shopping on our Brand Match website. By entering your receipt details, or logging in with your Nectar card details, you can view the breakdown of the branded products you purchased, and how their prices compared to the prices at Tesco and Asda.

    If you still have questions about it, you can call our Careline from 9am the day after you did your shop. 

    Make sure you have your receipt with you when you call - we'll need the information on it to check the details of your shop.

    Our Careline team are available on 0800 63 62 62 from 8am to 7pm Monday to Saturday and 10am to 4pm on Sunday.

See all FAQs


Minimum spend £20. Maximum coupon value £10. Online prices compared. Buy at least one comparable branded product (e.g. same size, variety, flavour). If the same branded shop could have been bought for less at ASDA or Tesco on the same day you will get a coupon for the difference. Maximum coupon value £10. Maximum purchase quantity of any single item if not advertised is 10. *Deals will be matched if you buy the same quantity. Excludes category wide promotions. Multibuys on alcohol are not available in Scotland. Excludes locals, centrals, online and 13 Sainsbury’s supermarkets. Patent pending - GB1112905.3. You can live well for less than you thought at Sainsbury’s. Based on price perception data, April 2013. For terms, conditions and all exclusions click here.

Please note

If you went shopping today before 11pm your Brand Match information will be available by 9am tomorrow. Please come back then.

The maximum Brand Match Coupon value is £10. Brand Match excludes Sainsbury's Central and Locals, online and a small number of stores listed in the Terms and Conditions. Brand Match applies to comparable brands. For a definition of comparable and excluded products see Terms and Conditions.

Any questions?

If you're having trouble using Brand Match or have any questions, see our FAQS or call our careline on 0800 63 62 62. Open from 8am - 7pm Monday - Saturday and 10am - 4pm on Sunday.