EasyJet founder Sir Stelios Haji-Ioannou has launched the first easyFoodstore shop, which will sell grocery products such as energy drinks, mini cheese thins, sardines and sauce for just 25 pence (€0.33,$0.36). The offer is available throughout February.
"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, London area," Sir Stelios said.
The store marks the firm's entry into the UK grocery industry. At present 76 products are being sold at the shop all for 25p each. Hence, a consumer can purchase one item from the entire range for less than £20.
The first trial store is situated on Park Royal West, just off the North Circular Road, in London's zone three. The company's website describes the new store as "No expensive brands, just food honestly priced".
Euro Shopper is supplying the products to the store. This is a discount brand developed and marketed exclusively by AMS, a Dutch association that operates on a non-profit basis for 10 other European retailers, according to The Telegraph.
The opening follows the founder's failed attempt in 2014 to open a similar store in Croydon, after planning permission was denied. However, Sir Stelios admitted that he was interested in this space in 2013 because of the widespread use of food banks and had opined that there was a gap in this industry. "[There is] a niche below some of the current budget operators such as Aldi and Lidl", he said.
Below are the items that are available for 25p each, according to the company's website.
|Tea Ground||Cut Green Beans||Water|
|Coffee||American Fries||Red Kidney Beans|
|Chicken Curry||Mini Cheese Thins||Vegetable Soup|
|Sugar||Garden Peas||Energy Drink|
|Orangeade||Pineapple Pieces||Salt & Vinegar Sticks|
|Pasta Mushroom Sauce||Salted Popcorn||Chicken Soup|
|Digestives||Chopped Tomatoes||Orange Juice|
|Chick Peas||Spaghetti Hoops||Mushrooms|
|Sardines and Sauce||Nice Biscuits||Rice Long Grain|
|Cream Crackers||Baked Beans||Lemonade|
|Pasta Sauce||Spaghetti||Wine gums|
|Flour||Milk Chocolate||Fusili Twists|
|Tomato Ketchup||Tuna Flakes||Carrots Hazelnut|
|Variety Pack Cereal||Ravioli Petit||Chocolate|
|Jaffa Cakes||Variety Crisps||Choc-Chip Cookies|
|Fruit Pastilles||Mayonnaise||Pitta bread|
|Sardines in Oil||Shortbread||Table Salt|
|Strawberry Jam||Noodle Snack||Chilli con carne|
|Prawn Cracker||Chicken Pizza||Fairy cakes|
|Onion Rings||Bombay Mix||Jelly Babies|
|Peach Slices||Noodle Snack Curry||Tomato Puree|
|Mixed Vegetables||Vegetable Oil||Mini Shortbread|
|Brown Sauce||Poppadoms||Sweet Corn|
|Ginger Nuts||Tomato Soup||Apple Juice|