Retailers have dismissed the latest price war between the major supermarkets as a cheap publicity stunt.
Tesco, Asda and Morrisons have all announced reductions, although Sainsbury's, despite spearheading a price offensive last year, has so far steered clear of the current round of cuts.
Asda struck first by revealing it would be slashing prices on 10,000 items and investing £250m in the process. Tesco responded by promising £270m-worth of price cuts on 3,000 products, while Morrisons said a further 2,000 lower prices would come into effect in its stores within two weeks.
But c-store retailers labelled the price war as phoney and nothing more than an attempt to gain free publicity.
Mace retailer Tim Lake from Fareham, Hampshire, told Convenience Store: "It's a great way for the supermarkets to get publicity at no real cost. I don't think it really means much. The kind of publicity they've gained from this would have cost them a huge amount anyway, so overall they're probably saving money."
Londis retailer Arjan Mehr from Bracknell, Berkshire, agreed: "I believe it's a phoney war. I don't think there's any need to panic as I believe the cuts are superficial. Independent retailers just need to maintain or raise their standards and concentrate on improving their own stores."
Tesco, Asda and Morrisons have all announced reductions, although Sainsbury's, despite spearheading a price offensive last year, has so far steered clear of the current round of cuts.
Asda struck first by revealing it would be slashing prices on 10,000 items and investing £250m in the process. Tesco responded by promising £270m-worth of price cuts on 3,000 products, while Morrisons said a further 2,000 lower prices would come into effect in its stores within two weeks.
But c-store retailers labelled the price war as phoney and nothing more than an attempt to gain free publicity.
Mace retailer Tim Lake from Fareham, Hampshire, told Convenience Store: "It's a great way for the supermarkets to get publicity at no real cost. I don't think it really means much. The kind of publicity they've gained from this would have cost them a huge amount anyway, so overall they're probably saving money."
Londis retailer Arjan Mehr from Bracknell, Berkshire, agreed: "I believe it's a phoney war. I don't think there's any need to panic as I believe the cuts are superficial. Independent retailers just need to maintain or raise their standards and concentrate on improving their own stores."
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