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Sainsbury Ends Price-Matching Program as U.K. Grocer War Rages

  • Supermarket will replace promotion with lower regular prices
  • Move is part of CEO Coupe's broader effort to reduce offers
Retail Operations Inside A J Sainsbury Plc Supermarket Store

J Sainsbury Plc will shutter its price-comparison program after five years, another sign that Chief Executive Officer Mike Coupe is putting his own stamp on the supermarket chain as he approaches his second anniversary in charge.

The British grocer is replacing its so-called “Brand Match” promotion with lower regular prices on products like chicken, bread and cheese, it said in a statement Thursday. The move, effective April 26, is a response to feedback from customers, who wanted clearer, simpler product prices, Sainsbury said.