By Sean Poulter PUBLISHED: 18:48 EST, 18 March 2014 | UPDATED: 18:52 EST, 18 March 2014 Discount chains Aldi and Lidl have claimed a new scalp following revelations that Sainsbury’s has suffered its first fall in sales for nine years. Same store sales slumped by 3.1per cent in the 10 weeks to March 15 compared to a year ago, which was worse than City analysts expected. The figures are a blow to the reputation of the chief executive Justin King, who is leaving the business later this year and had hoped to maintain his record of success.
@highlight
Sainsbury's announces fall in sales of 3.1 per cent in 10 weeks to March 15
@highlight
Drop, blamed on rise of budget chains Aldi and Lidl, bigger than expected
@highlight
Morrisons sparked price war last week with £1billion cuts over three years
Billions of pounds were wiped off the share values of all the leading chains, including @placeholder, amid predictions that they will have to cut prices and profit margins to compete.