Sainsbury's and Waitrose, however, said they had no plans to discontinue curved croissants.
Some analysts believe the fall is not only because of higher prices but on account of a 'sterile shop'.
Morrisons and Tesco also trim prices and improve service under new management teams.
EasyJet founder Sir Stelios Haji-Ioannou launched this store in early February.
This follows the recent price cuts promised by Asda and Morrisons.
Consumer watchdog Competition and Markets Authority could impose ban.
The UK dumps 14 million tonnes of food a year (twice the EU average), half of which comes from households.
Kantar data shows grocery sales edged 0.2% higher in 12 weeks to January as sales of fruit and vegetables rose 5%.
Ocado takes care of Morrison and Watirose's food deliveries but there were talks of a major deal with Amazon.
The first trial store is situated on Park Royal West, just off the North Circular Road, in London's zone three.
New strategy mirrors Sainsbury's and comes as Morrison to cut prices of 1,072 products.
The move will affect 400 employees, who are being consulted for alternative roles with Tesco or other stores.
Decision was blamed on lack of customer interest ending an experiment lasting over a year.
While Sainbury's benefitted, Tesco and Morrisons too saw poor sales during Christmas.
Waitrose takes three times longer than Tesco to pay some of its vendors.
Sainsbury's had earlier bid for Home Retail's Argos division.
In the quarter to 9 January, like-for-like sales dropped 0.5%, with analysts expecting a 1.5% drop.
Coupe said that Sainsbury's sales in the second half of the new financial year will be better than the first.
Kantar research shows German chains saw consumer spending increase by more than 10%.
Morrisons has already shut down 11 superstores and sold its convenience store division.
Developer claims discount supermarket chain failed to honour a joint venture agreement.
While the big four have lost in Christmas sales, discounters Aldi and Lidl gained over the festive period.