There's hopes a fresh call for reform to break our supermarket duopoly brings meaningful action.

Economic Growth and Finance Minister Nicola Willis has announced a new strategy for creating more competition.

The Government is receptive to cracking down on pricing - and helping new entrants access land and properties.

MonopolyWatch research director Tex Edwards says the devil will be in the details.

"Because there's been an overbuild - unless it's a breakup, you're not going to get what we call price competition and you're not going to get to see any sustainability competition."

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