It's war. The recession has upped the stakes in the battle for the hearts and pounds of shoppers and only the canniest generals are enjoying the taste of victory.

Even the veterans of the grocery industry can’t afford to get complacent, with many new recruits filling the ranks of The Grocer’s 2009 Power List. As Chinese strategist Sun Tzu said: “If you know the enemy and know yourself you need not fear the results of a hundred battles.”