While most people's money is on Mark Price taking over from Marc Bolland at Morrisons, Asda FD Judith McKenna remains a highly fancied outsider.

At 9-4, Price is the strongest bet, according to latest odds compiled exclusively for The Grocer by financial spread betting experts Cantor Index.

Although Morrisons FD Richard Pennycook is technically favourite, his odds drifted this week from 4-7 to 2-1 and look set to lengthen further. His chances appear to have suffered a blow at the hands of Sir Ken Morrison, who reportedly branded him "not a retailer".

Cantor gave the rest of the field odds of between 7-2 and 33-1, former Asda CEO Tony DeNunzio bringing up the rear.

M&S head of food John Dixon was third favourite at 7-2, followed by Halfords boss David Wild at 5-1.

McKenna was rated a 16-1 chance and was also tipped by a leading grocery CEO and other industry experts last week in The Grocer.

"If it was my money, I'd be putting a big chunk on Price and maybe a little each-way bet on Judith McKenna," said Oriel Securities analyst, Jonathan Pritchard, commenting on Cantor's odds.

At first, Price, the self-proclaimed 'Chubby Grocer' and known foodie, seems an unlikely candidate for the role, given the difference between Waitrose's and Morrisons' customer profiles and his friendship with the Prince of Wales, which helped expedite the recent exclusivity deal between Waitrose and the Duchy Originals business.

However, Pritchard claimed that the difference between the roles was not that great. "When it comes to these things people can be tempted by a publicly listed company and the remunerations that come along with it," he added.

Another analyst dismissed Dixon's and Wild's chances. "Bolland will want Dixon to stay at M&S to take care of the food business while he gets to grips with the general merchandise side, while Wild seems pretty wedded to Halfords," he said.

Read more
Bolland set for £5m windfall from M&S (23 November 2009)
McKenna is tipped as Bolland replacement (21 November 2009)
Can Morrisons move forward without Bolland at the helm? (21 November 2009)