You are absolutely right Sparkles (though I would contend there is even better sourdough available in Honor Oak IMHO. Chacun à son goût).

I get the worrying impression that the Honor Oak Supermarket are setting themselves up for an excuse to sell up. After all, with their current offering, they can take on Sainsburys but they will lose *eventually*. I take no pleasure in saying this.

If on the other hand, they converted to a greengrocer, for instance, then I think they could succeed very well indeed. I don't think they want to do this, nor actually should they feel they have to.