Tesco to accept Sainsbury’s brand match coupons after rival supermarket pulls out of promotional deals
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Tesco: Will it lure Sainsbury’s shoppers away with this plan? (Source: Getty)

Promotional deals might be on their way out across the UK’s supermarket sector but there is one place where they are still thriving.

Tesco has said it will accept customers’ brand match coupons issued by Sainsbury’s – just days after the rival supermarket said it was shutting down its scheme.

Sainsbury’s said last week that coupons would no longer be given out from 27 April, as part of a move towards “lower regular prices”.  They will be accepted for up to a fortnight after the cut-off point.

“We believe in clear, simple pricing and over the past 18 months we’ve been lowering regular prices on thousands of products, removing complicated price promotions like fractions and percentages and reducing the number of multibuys,” the grocer said last week. “By ending brand match, we can invest more in what you tell us matters.”

Tesco – which runs its own brand matching scheme called brand guarantee – will accept coupons up until June.

Matt Davies, chief executive of Tesco UK and Republic of Ireland, said: “This is a little help for Sainsbury’s customers from us at Tesco. It also provides the opportunity for Sainsbury’s customers to experience Tesco’s brand guarantee, which we launched in October, and has been universally welcomed by our customers.”


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