Sainsbury's Brand Match

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

introducing brand match

We match Asda’s deals and prices on brands

When you buy ten or more different products, we’ll tot up the comparable brands in your basket. If you could have paid less at Asda – even because of the deal – we’ll give you a coupon for the difference off your next 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 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 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 buy any 10 or more different items 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 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, or shopping online 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 Asda (using the prices listed on their websites) if you bought them on the same day.

    If the products would have been cheaper in Asda we will give you a coupon back for the difference at the end of your shop. If 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, 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 Asda and where Sainsbury's are more expensive than 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 Asda Price Notes
    1 JS British Semi Skim Milk 4 Pint 2.272L £1.00 #NA  
    2 Benecol Strawberry Yogurt Drink 6X67.5G 405g  £3.80 £3.75 Multibuy offer at Sainsbury's: 2 for £6.50. Multibuy at Asda, 2 for £6.00 
    1 JS Loose Fairtrade Bananas £0.79 #NA  
    1 Heinz Baked Beans In Tomato Sauce 6X415g 2490g £3.50 £3.00 Save Offer at Asda: was £3.60 now £3.00
    1 Robinsons Apple And Blackcurrant Squash 1000ml £1.50 £1.00 Save Offer at Asda, was £1.59 now £1.00
    1 Mcvities Hobnobs Chocolate 262g £1.00 £1.50  Multibuy offer at Asda: 2 for £2, but only 1 item was bought so the single price is compared
    1 Oyster Bay Pinot Noir 750ml £11.00 £10.98  
    1 Innocent Orange Juice With Bits 1350ml £2.17 N/A  Asda do not stock the same size and flavour product
    1 Shreddies Original 750g £1.69 £2.00 Save offer at Asda: was £3.38 now £2.00. Save offer at Sainsbury's, was £3.39 now £1.69
    1 Nouvelle Soft Toilet Tissue x 4 £2.10 £1.82 Sainsbury's is £0.28 more expensive than Asda
      Difference vs. Sainsbury's   £0.99  

    So from the above shopping list you would receive a coupon for £0.99.

    (prices valid on 11 August 2014; obtained from

  • We collect prices by running a daily web scan of the 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 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 purchase of any 10 or more different items. 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 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, May 2014. 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.