Sainsbury's has replaced Asda as the cheapest of the leading stores as the supermarket price war escalates, new figures have revealed.

Pierre Pringuet celebrated his first 100 days as chief executive of Pernod Ricard yesterday with a sparkling set of half-year results.

Tesco is adding another 100 lines to its discount brand range as Britain's biggest retail chain tries to fight off the growing threat of Aldi and Lidl by offering cheaper branded goods.

Since mass-market brands were developed in the 19th century, they have been luring consumers with a combination of emotional and rational appeals. However, the recession and the rise of private labels are two factors testing their strength.