The one big catch with easyFoodstore - where food costs just 25p

The low 25p price point is only for the month of February

Hazel Sheffield@hazelsheffield
Wednesday 03 February 2016 18:15
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EasyJet founder Sir Stelios Haji-Ioannou is hoping to do to supermarkets what he has done for the aeroplane industry with his new venture: easyFoodstore.

The budget grocery shop has opened its doors in Royal Park West, just off the North Circular, offering a range of 76 dried and packaged foods for just 25p.

Customers can buy everything from chicken curry, coffee and fairy cakes at the standard price of 25p. That means you could buy every product in the store 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.

Sir Stelios said he spotted a gap in the market for an outlet that sells food for lower prices than discount supermarkets Lidl and Aldi. The two German outlets have caused a supermarket price war in the UK as bigger, more established grocers fight for customers by slashing prices.

EasyFoodstore aims to be cheaper than them all with its "limited and basic range of items at rock-bottom prices". Its slogan is: "No expensive brands. Just food honestly priced."

“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.

But there's a catch.

The low 25p price point is only for the month of February. After that, prices rise will rise "most probably to about 50p", the store says on its website.

EasyFoodstore gets its cheap goods from Euro Shopper, a brand of the Dutch non-profit buying alliance AMS.

But for 50p, shoppers could get many of these items elsewhere. Tomato pasta sauce is available in Aldi for 39p, granulated sugar is 50p at Sainsbury's, while Tesco value digestive biscuits cost 31p.

The following items are all being offered for 25p in February:

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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