Britain's number two supermarket chain, J Sainsbury, is to offer its twelve million Reward loyalty card holders a low call cost deal in collaboration with the BT Cellnet network.

Launched tomorrow, callers using the new Sainsbury’s One package will automatically benefit from the cheapest time/duration tariff available across the UK’s four mobile systems – BT Cellnet, Orange, One2One and Vodafone.

According to the supermarketeer, its new service will “put an end to customers having to plough through huge amounts of information on the many different tariffs available”.

News source: BBC Online Business News (UK) [01/01/01]