Across the big five, the number of featured space promotions in the rice and noodles category has not significantly changed year-on-year, rising just 3% to reach a combined total of 661.

Morrisons continues to offer the most deals, although both Sainsbury’s and Tesco have boosted their activity by more. Asda, however, has cut its deals by 40%, taking it from second biggest promoter to fourth - and Waitrose, too, has pulled back.

Among the brands, Tilda has overtaken Uncle Ben’s as the biggest promoter after more than doubling its deals. It has also increased its average saving from 36.2% to 41.9%. Uncle Ben’s, meanwhile, reduced its promotions by 43% to 164, and although it has increased the average saving, it has done so by a relatively meagre 1.5 percentage points, from 32.4% to 33.9%.

Last year, x-for-y was the most favoured mechanic, accounting for 57% of deals. In the past 12 months, however, the big five have cut x-for-ys by 53% to 175. They have also doubled the number of half-price deals, to 166, and increased the number of save deals by 69% - making save the most frequently used mechanic.