Four ways Sainsbury’s is holding firm as it braces for price war

Sainsbury’s has forecast flat retail profits of £1bn for its forthcoming year, down slightly from the £1.036bn it pulled in during the year to 1 March, as chief executive Simon Roberts vowed to defend the supermarket’s “strong competitive position” amid a possible price war in the sector.
“We’re in the strongest place we’ve ever been, and we intend to stay there,” says the boss of the UK’s second-largest grocery chain.
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