Meanwhile, the 100 days of great soft drink sales’ campaign backed by its iPod on-pack offers, the limited edition Coke with Orange launch, a million free football tickets and some excellent TV ads will help sales along nicely, thank you.

I was quite sickened after watching the BBC’s Whistleblower TV expose of life behind the meat and fish counters of leading multiples, which exposed bad practice, poor hygiene and the falsifying of records ‘to minimise wastage and improve profitability’.

We set such high standards ourselves across the fresh, chilled and frozen operations in the depot and have the procedures in place to ensure that they are maintained. This is vital to our success.

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