Information is beautiful. It’s one of the key reasons I believe The Grocer is so valuable.

We commission exclusive research. And even when we use a press release, we ensure we understand the context through painstaking desk research, while spending hours poring over third-party figures to offer equally beautiful insight.

This week, on the back of the latest figures from Kantar Worldpanel, the papers reported that the supermarkets were “slugging it out”.

As indeed they are. And the relative performances in each of the last three months is starting to resemble the Wacky Races, with the relative places of the big four constantly changing hands.

But looking more closely at the Kantar numbers, we believe Tesco, despite the Clubcard 2 intervention, recorded zero like-for-like sales growth in the first quarter if you strip out VAT and new space contribution, with March sales particularly disappointing.

Asda also appears to be running on empty, while Sainsbury’s, of course, reported only 1% L4L. Of the big four, only Morrisons is bucking the trend.

And perhaps even more telling is the performance of Waitrose, proving that price and loyalty cards aren’t everything, even in this market.