A decade-long price war between big supermarkets could be at an end with Coles raising the cost for its roast chooks.

Back in 2016, Coles slashed the price from $11 to $8, so what happens now?

Ross speaks with Fred Harrison, CEO of Ritchies Supermarkets, a rival to the major supermarkets.

“People will not stand will not stand for paying ridiculous pricing these days, they’re too savy for that.

“The pricing across the board has been, I think, in favour of the customer very much so over the past two, three, four, five years.”

Listen to the full interview below