Supermarket giant Sainsbury's is shaking up its loyalty programme to bring it in line with Tesco's Clubcard Prices scheme.
The retailer is changing its loyalty deals to give customers with a Nectar card discounted prices on 300 items that will not be available to shoppers who are not card holders.
Sainsbury's chief executive Simon Roberts told The Sun that the discounts were "just the beginning" as the supermarket wants to encourage customers to shop there amid the cost of living crisis. He said: "Nectar Prices will give another reason to shop with us and create confidence for shoppers," adding that Sainsbury's was raising prices slower than anyone in the market thanks to a £550million investment in value over the past year.
Read more: Tesco's big change to online shopping orders sparks angry backlash
According to Money Saving Expert, Sainsbury's shoppers with a Nectar card can now get discounts of between 15% and 60% on items in the scheme, which is available in store at all larger Sainsbury's supermarkets, as well as online, though you won't find the discounts in the smaller Sainsbury's Local stores.
Tesco caused a storm of protest when it pioneered its Clubcard Prices scheme last year, with shoppers branding the discounts as 'two tier pricing' Shoppers took to Twitter to make their feelings known. @virtual_ambvxr said: "This is dreadful… if you can sell it at £16 then sell it at £16. The Clubcards are literally free of charge so what is the point? You don’t gain anything from Clubcards. £40 is absolutely ridiculous. Seeing these crazy prices more and more in Tesco, it really is shocking!" And @andy88jones said: "Tesco has basically turned into a tech company; they are enforcing Clubcards now to get your shopping data. Crate of Bud Light £16 or £9 with a Clubcard. Sneaky sneaky."
Most of the Sainsbury's discounts are on branded items such as Pampers nappies, Walkers crisps and Yorkshire Tea, and Sainsbury's has confirmed that, unlike Tesco, the discount won't apply to its lunchtime meal deal, which will remain at £3.50 for all shoppers.
According to Money Saving Expert, a price check of 25 items revealed that 10 were cheapest after Nectar Prices discounts, and six were joint cheapest, matching prices from other supermarkets. Nine items were cheaper at rival supermarkets.
Among the best buys were a tube of Pringles Salt and Vinegar Crisps, which were £1.25 instead of the non- Nectar card price of £2. The same crisps would cost a Tesco Clubcard holder £1.80. A 240 bag pack of Yorkshire Tea bags is currently £4.75 instead of £6.30 at Sainsbury's and £4.80 if you have a Tesco Clubcard.
However it is possible to get the same prices elsewhere, with certain products such as Napolina spaghetti and 1L Pimms No 1 both available at the same price in other stores. Money Saving Expert also found that Lloyd Grossman Tomato and Chilli pasta sauce, which was reduced to £1.75 at both Tesco and Sainsbury's, available for just £1 at Poundland.
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