I didn’t notice this the first time: I had to go back and check.
Wren started it, with their carefully-worded claim. B&Q and Howdens, even Magnet, might be bigger, but they’re not exclusively kitchen retailers: they sell other categories too, or sell to trade. By last year – photos below -, it seemed like everybody was climbing onto that bandwagon, with their own claims to be first in one way or another.
This year, it looks like they’ve climbed off.