The supermarkets are in an invidious and paradoxical position because, during the cost-of-living crisis, they have made Herculean efforts to ensure customers do not pay more than is necessary.

Only this week, Ocado slashed the prices of 100 everyday products – both own-brand and those of joint-venture partner Marks & Spencer – following in the frequently trodden footsteps of peers including Asda, Morrisons, Sainsbury’s and Tesco.