"Sainsbury's customers in Northern Ireland to trial innovative new Brand Match technology" press release

Press release announcing "Sainsbury's has had a longstanding commitment to ensure it offers customers great value on grocery brands and has today announced the trial launch of cutting-edge technology in its 12 Northern Irish stores** that will guarantee that customers will not pay more for their basket of branded groceries than they would in Asda or Tesco. From Wednesday 17 August, in an industry first, customers will instantly receive a money-off Sainsbury's Brand Match Coupon at the end of their transaction if the same basket of grocery branded goods would have been cheaper at either Tesco or Asda"