NEWS ANALYSIS: New ingredients in the the food giants’ battle - Supermarkets are showing initiative when it comes to putting safe, ethically sourced food on their shelves. The fringe benefit is that it’s a powerful PR tool

First it was charges of ’rip-off Britain’ and an investigation by the Office of Fair Trading into price fixing, then price wars. Competition between the UK’s four big supermarket chains - Tesco, Asda, Sainsbury’s and Safeway - has led to customer confusion and widespread distrust.