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Sainsbury's boss Mike Coupe insisted this week that its move to an everyday low pricing strategy was the way to turn around its fortunes, despite a fall in Q1 sales.
The retailer, which in April saw its proposed merger with Asda blocked by the CMA, blamed bad weather and tough comparisons with last year's Royal Wedding and World Cup, as overall sales slipped 1.2%, with grocery sales down 0.5%.
Pressure is piling on Coupe to get Sainsbury's back on track, with...