“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," Sir Stelios said.
The range includes everything from chicken curry to fairy cakes. The low price theoretically means a shopper could buy everything on offer there for less than £20.
Pictures of shoppers at the easyFoodstore have already appeared online, showing no frills industrial shelving in the trademark Easyjet orange and Best-in basic products stacked in bulk.
The shop is reportedly already doing brisk trade.
It follows Sir Stelios’ failed attempts to open a shop in Croydon. Planning permission for the store was denied in 2012, but it was instead used as a testing ground for products and customers.
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Sir Stelios’s has said he thinks there is a gap in the grocery market to target customers who want food at lower prices even than those offered by German discount stores Lidl and Aldi, which have taken a bite out of bigger supermarkets’ profits.
He was inspired to do so after noticing the prevalence of food banks.
But Sir Stelios still expects to make a profit from the basic items, which come from Euro Shopper, a brand of the Dutch non-profit buying alliance AMS.
The following items are all being offered for 25p:
Tea Ground
Coffee
Chicken Curry
Sugar
Orangeade
Pasta Mushroom Sauce
Digestives
Chick Peas
Sardines and Sauce
Cream Crackers
Pasta Sauce
Flour
Tomato Ketchup
Variety Pack Cereal
Potatoes
Jaffa Cakes
Fruit Pastilles
Sardines in Oil
Strawberry Jam
Prawn Cracker
Onion Rings
Peach Slices
Mixed Vegetables
Brown Sauce
Cut Green Beans
American Fries
Mini Cheese Thins
Garden Peas
Pineapple Pieces
Salted Popcorn
Chopped Tomatoes
Spaghetti Hoops
Nice Biscuits
Baked Beans
Spaghetti
Milk Chocolate
Tuna Flakes
Ravioli Petit
Pains
Variety Crisps
Mayonnaise
Shortbread
Noodle Snack
Chicken Pizza
Bombay Mix
Noodle Snack Curry
Vegetable Oil
Poppadoms
Tomato Soup
Water
Red Kidney Beans
Vegetable Soup
Energy Drink
Salt & Vinegar Sticks
Chicken Soup
Orange Juice
Mushrooms
Rice Long Grain
Lemonade
Wine gums
Fusili Twists
Carrots Hazelnut
Chocolate
Penne Pasta
Choc-Chip Cookies
Pitta bread
Table Salt
Chilli con carne
Fairy cakes
Jelly Babies
Tomato Puree
Mini Shortbread
Sweet Corn
Apple Juice
Ginger Nuts
Button Mushrooms
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