Easyjet founder Sir Stelios Haji-Ioannou has set his sights on discount grocers with the opening of a trial easyFoodstore shop in North London.
All of the 76 products at the store on Park Royal West, just off the North Circular Road, are on sale for 25p each for the whole of February.
A full list of products is available online and below.
“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.
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:
Pasta Mushroom Sauce
Sardines and Sauce
Variety Pack Cereal
Sardines in Oil
Cut Green Beans
Mini Cheese Thins
Noodle Snack Curry
Red Kidney Beans
Salt & Vinegar Sticks
Rice Long Grain
Chilli con carne
Join our new commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies