Asda’s booming Price Guarantee campaign is clearly being heard across the globe.

Indian military chiefs last week opted for the “cheap and cheerful” option of buying their new jets off the French, instead of British planes.

“They’ve gone for the Asda option instead of Waitrose,” a petulant Whitehall source was widely quoted as saying, displaying a grave lack of insight about Waitrose’s Essentials range of anti-aircraft missiles, Kevlar body armour and battlefield tanks bathed in oak-smoked truffle oil.