The decision by Sainsbury's to scrap its Brand Match scheme has been seized upon by Tesco, which is offering customers the opportunity to redeem its rival's Brand Match vouchers in its own stores.
Sainsbury's confirmed last week that it will stop handing out Brand Match vouchers at checkouts on 27 April and will instead invest the money previously spent on the scheme into offering lower prices on everyday products.
The vouchers will remain valid for customers to redeem in Sainsbury's until 10 May, however Tesco has vowed to accept the Sainsbury's vouchers from today until 30 June.
When shopping at Tesco you can only redeem one Sainsbury's Brand Match coupon per customer per transaction.
For tips on how to make the most of what Tesco is offering, read MoneySavingExpert's Coupon Kid Jordon Cox's latest blog, Tesco now accepting Sainsbury's Brand Match.
What is Sainsbury's Brand Match scheme?
Launched in 2011, the scheme means that if customers could have purchased branded items cheaper in Asda, they are given a money-off voucher for the same amount to go towards their next shop.
Until September 2014, the Brand Match initiative also gave shoppers vouchers if branded items would have been cheaper at Tesco.
What price comparison schemes do the other big supermarket chains offer?
Sainsbury's is not the first of the big four supermarket chains to drop its price comparison scheme.
In November 2015, Morrisons overhauled its loyalty scheme, cutting its price guarantee, but offering customers more loyalty points when making purchases.
Asda's price guarantee scheme gives customers a voucher towards their next shop if they could have purchased their items for more than 10% less at Tesco, Sainsbury's, Waitrose or Morrisons.
Tesco currently has a similar scheme to the one being binned by Sainsbury's. If your branded shop at Tesco would have been cheaper elsewhere, the money will be deducted from the bill at the point of sale, rather than at your next shop.
A spokesperson for Tesco confirmed to us that there are no plans to review its brand guarantee scheme.