[7] Three years later on 28 October 2011, Sainsbury's got the go-ahead and was close to sealing a deal with a network operator.

Mobile By Sainsbury's SIM cards were available in most local and large supermarkets, together with a range of handsets in over 300 stores.

On 13 October 2015, Mobile by Sainsbury's ceased accepting new SIM card orders before closing down permanently on 15 January 2016.

All plans came with double Nectar points on Sainsbury's shopping and fuel for the 30-day life of the bundle, and a family of four could link their phone accounts to the same loyalty card; Sainsbury's claimed a family of four could earn £180 in Nectar points per year.

[9] Initial marketing was handled by Cake, who pitched the service at mothers and families, seeking to play on Sainsbury's status as a trusted brand.