easyjet founder Sir Stelios Haji-Ioannou has made his first step into finding “a niche below” discount supermarkets, with the opening of his easyFoodstore shop.
Located on park Royal West, this new store offers all products, which include chicken curry and American fries, at just 25p each as part of a special February promotion. With 76 items to choose from, this means you could get one of everything in the store for just £19, and make a full course meal with a side dish for under £1.
The Greek businessman previously said he believed there was a gap in the supermarket industry for “a niche below some of the current budget operators such as Aldi and Lidl.”
Budget supermarkets have certainly been claiming bigger and bigger shares of grocery market in recent years, but is there room for this further step?
“This is another way the easy brand can serve the less well-off,” Haji-Ioannou told The Telegraph.
“Given my experience in distributing food for free in Greee and Cyprus, this is a more commercial attempt to sell basic food for 25p per item to those less well-off in the Park Royal, London area.”
easyFoodstore is being supplied by Euro Shopper, a brand name belonging to the non-profit buying alliance AMS.