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Can you resist the appeal of a 2 for 1 offer? This week, an investigation by BBC Panorama has lifted the veil on the British supermarkets’ war on prices: are consumers really going to benefit from all the offers, promotions and price drops campaigns or are supermarkets giving with one hand and taking with the other?

Panorama came to our London office to interview our Director of Retail Research Richard Perks. He said: “If there was a price war going on at the moment, we would have seen profits falling, or we would have severe warnings and that is just not happening. The name of the game is to be as clever as possible in how you promote and how you use your discounts and how you attract your customers