Discount retailer B&M Bargains is the latest company to take part in the frenzied consolidation of the convenience food market with a £152m swoop on Northern grocer Heron Food Group.
Simon Aurora, boss of B&M, said that the acquisition of 251 shops was a "no brainer" of a deal and would mean that B&M could offer discount groceries from convenience shops and undercut the higher prices that supermarkets offered at its smaller stores.
"The price war from the 'big four' has been focusing on the big family shop...we won't be getting involved in the weekly shop battle," said the B&M boss.
Mr Aurora said that he saw the growth opportunity for low-cost convenience retailing as the bitter price war between...
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