Brand Match offers shoppers money back vouchers at the till if their shop would have been cheaper in Asda, usually the cheapest of the big four supermarkets - but only under certain conditions.
It requires the customer to buy at least ten items, although only one needs to be a comparable branded product. Sainsbury’s said that shoppers were increasingly choosing to do more frequent, smaller shops - meaning fewer would reach the required basket size.
The move follows the supermarket’s decision to scrap multibuy deals in February, in favour of an ‘everyday low price’ model closer to that used by Aldi and Lidl, which has helped the two discounters achieve rapid growth in recent years.
The money saved by ending Brand Match will be used to lower the regular price on popular products - a factor Sainsbury’s said mattered more to customers than the scheme.
"Customers have told us that they want lower regular prices, and that this is more important to them than Brand Match," said marketing director Sarah Warby.
"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."
Warby added that Sainsbury's customers were shopping across "multiple channels", looking for value online as well as offline.
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