Discount retailer Poundland has launched over 100 new grocery lines as it seeks to strengthen its position within the increasingly competitive grocery market, it has been announced today.
Expanding on its existing 252 lines already available within the range, Poundland is looking to offer more everyday essentials in time for the Christmas rush.
Products will be priced at the standard £1, though multi-offers will also be available to customers offering three for £2 and four for £3 as the retailer wades in to ongoing competitive pricing among leading supermarkets and food retailers.
Yesterday, discount grocer Lidl announced that it has doubled the size of its Deluxe product range in response to shifting shopping habits, offering an extended premium range following news that sales of the line rocketed 200 per cent over the last year.
Last week, rival Aldi announced the launch of its ‘super premium’ wine range offering significant discounts on quality wines including the Grand Cru Classé 2004 Margaux for £22.99, a 47 per cent reduction on its standard price.
As leading supermarkets battle to gain market share gathers pace in the crucial weeks before Christmas, Poundland will be hoping to entice cash-strapped shoppers who prefer to shop at discounters for daily necessities.
In September, Poundland revealed that it is recruiting 2,000 temporary staff in the run-up to the festive season to cope with increased demand and it is hoped that this latest strategy will further boost footfall and sales.
Commenting on the launch, which will see products available in stores across the UK from today, Poundland’s Trading Director Richard Lancaster said: “Grocery is a growth category for Poundland and customers actively come into our stores looking for top brand everyday essentials at amazing value prices. Initial performance clearly indicates that our customers love the variety and breadth of the range.
“We will continue to listen to our customers to ensure we’re always improving our offering to meet their needs.”