EasyJet founder Sir Stelios Haji-Ioannou has opened a new low cost supermarket in Park Royal offering staple goods for 25p each.
EasyFoodstore opened on Monday offering a range of groceries for 25p as part of a introductory promotion set to last all of February.
The outlet has a “limited and basic range of items at rock-bottom prices” using the slogan, “No expensive brands. Just food honestly priced”. The move is a clear challenge to the astronomic rise of retailers Aldi and Lidl which have stolen market share from the big 4 by undercutting their prices.
Haji-Ioannou said: “This is another way the easy brand can serve the less well-off. Given my experience in distributing food for free in Greece 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 area.”
EasyFoodstore joins Easy Bus, Easy Mobile and Easy Hotels as part of Haji-Ioannou’s investment vehicle easyGroup.