In the same week that Tesco and Asda launched an all-out price war on value lines, The Co-op Group launched a campaign to prove it’s also good value.

The society doubled its usual press activity to trumpet its A Great Deal Locally campaign with better-than-half-price, half-price and bogof deals on produce.

And the Co-op also got in on the trend for retailers showcasing meals for under £5 by offering all the elements for an Indian meal for £4.76. TV ads encourage shoppers to leave cars at home and shop locally.