Towards the end of 2007, Jeff Bezos of Amazon began experimenting with the idea of online fresh food delivery to customers in set regions of the United States. Nine years on and the online retailing giant has now launched the service in 128 postcodes within the UK, beginning its entry into the UK food market in June 2016. Quite brutally, this is Amazon's last mile quest for total retail domination when observing the number of sectors they now supply products in. The strategy has created instant worry for the large players dominating the industry with the likes of Tesco and Sainsbury’...

Seven Premium is a private label (PL) brand created by Seven & I Holdings, which is the parent company of multiple retail chains in Japan, including Seven Eleven Japan. The brand was launched in 2007, and has grown to be the leading PL brand in Japan, overtaking the previous leader Topvalu.

As Aldi leapfrogs Waitrose to become the sixth largest food retailer in the UK, this case study assesses the shift in consumer trends and industry disruptors that has led to a much more competitive food retailing environment. It examines the common actions of the six biggest non-discounters and where their strategies differ, and evaluates their efforts.