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The UK market continues to consolidate with mergers such as these and there is no evidence that this benefits shoppers. Its all about profits. Consolidation is leading to ever reduced shopper choice as buyers 'range rationalise' to extract profits from existing suppliers and the consequence is a total lack of innovation from the big supermarkets. Fortunately, companies like my own are receiving more and more requests to supply independent retailers and outlets who want to offer genuinely differentiated propositions to discerning and emerging consumer demands. Allowing this merger to go ahead will result in an even greater stranglehold on the retail market being exerted by the big boys, which will ultimately lead to less consumer and shopper choice, which, in my humble opinion, isn't good for anyone.