So the furore over the Unilever PLC (LON:ULVR) and Tesco (LON:TSCO) price war is now settled, but which of the sparring boxers won the bout?
Details of an agreement struck late yesterday have not been publicly revealed after what ironically a very open argument, but if the market is any gauge as to who fared better, then Tesco won.
Tesco is FTSE 100's biggest gainer
Its shares are powering ahead by over 3% to 201.05p this morning, while the consumer goods giant is languishing 1.07% down at 3,558p.
Britain's largest grocer is aiming to put a problematic few years behind its standing up to one of the biggest food and drink suppliers could be seen as bold. It could be a sign of future wrangles to come across business after the Brexit vote, say some commentators.
Unilever has asked Tesco to hike prices of goods it supplies by 10% to mitigate the impact of the week pound, which has been tumbling on the prospect of the UK leaving the UK's single market. Online brands like Marmite, Persil and PG Tips were removed by Tesco.
Although how an accord was struck is not known, Richard Hunter, analyst at investment management firm Wilson King, speaking to Proactive, said not passing on the price increase would "certainly be a PR win" for Tesco.
Unilever shares up in last six months
Meanwhile, Unilever has taken a knock despite it seeing shares rise around 12% in the last six months as FTSE 100 constituents like the group, benefit from weaker sterling as most of the earning are from overseas.
Notably, broker Exane BNP Paribis has also revised its target price upwards on Unilever to £42 from £38 recently to reflect the recent weakness in Sterling.
But Liberum today reiterated a 'sell' on Unilever shares, saying it sees little scope for sales upgrades despite beating expectations in its third quarter results.
The broker noted the company had repeated its full year 2016 guidance for organic sales growth of around 4% and 30-40 basis points (bps) EBIT (earnings before interest and tax) margin uplift.
This is already factored in by consensus, leaving little scope for upgrades particularly with deteriorating end market demand and 5% foreign exchange (FX) headwinds, the analyst suggested.
Its high exposure to emerging markets augured well in the "good years" but now appears set to limit growth in tougher years, he added.
Sterling's fall compounded by talk of a hard Brexit has left suppliers of goods and therefore retailers working hard to get profits as imported goods become more expensive. So this theme may well become a recurring one if the pound continues this path.