UK: Price cuts prompt war of words in supermarket sector
British supermarket group Sainsbury's has revealed that it is considering lodging a formal complaint with the Advertising Standards Agency (ASA) watchdog over claims by sector giant Tesco that it is 8% cheaper than rivals. The war of words escalated as both retailers recently unveiled their latest price cuts campaigns. Sainsbury's has been using celebrity chef Jamie Oliver to publicise its recent £100m worth of in store reductions.
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