Direct Energy Parent Seeing Success with New Tariff From Supermarket-Branded Retail Energy Supplier
Those who do not follow the U.K. retail energy market closely may be surprised to learn that British Gas, the retail supplier owned by Centrica, also offers energy under a partnership with Sainsbury's, the third largest chain of supermarkets in the United Kingdom, as Sainsbury’s Energy. Centrica is also the parent of Direct Energy
Though Sainsbury’s Energy has been around since 2011, it recently introduced a "competitively priced" tariff in September, which Centrica has credited for returning British Gas to residential account growth in the U.K.
Sainsbury’s Energy is notable for offering customers a variety of ways to earn Nectar rewards points. Nectar is the largest loyalty card program in the U.K.; Sainsbury’s was a founding member of the program.