LONDON, June 12 (Reuters) - The chief executive of Tesco said competition was intensifying in Britain's supermarket sector, but the step-up was rational and Tesco was focused on responding without dropping the ball on quality and innovation.
"We're definitely seeing an intensification in competition. I think that broadly, though, it's been a rational intensification, in the sense that everybody is kind of staying toe to toe with each other," CEO Ken Murphy told reporters on Thursday.
"So you're not necessarily seeing massive movements ... but everyone has, I think, upped their game a notch."