This week's Sunday newspapers predicted that Sainsbury's is about to unveil a January round of mega price cuts, as it continues to attempt to claw back share from its rivals.
The former UK number one supermarket chain has forced Asda chief executive Andy Bond into admitting he fear's for his chain's number two slot. Not content with targeting Asda though, Sainsbury's is said to have short and long-term plans in place to bridge the gap between it and incumbent number one Tesco.
The price cuts in January are expected to centre on non-food items, with as much as 50 per cent to be slashed from tickets on some products. However, it is unlikely that food will be let off scot free.
The longer term Sainsbury's aim, claimed the Sunday Telegraph, is to double the amount of new floor space it opens each year, to put it closer to an even footing with Tesco.
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