The budget airline has launched a 25p supermarket in Park Royal, North London.
The low-cost groceries are supplied by wholesale giant, Booker, which sells the same brand of Euro Shopper chocolate chip cookies for 34p more in its Budgens and Londis convenience shop chains.
Everything in the easyfoodstore is priced at 25p, but an easyJet spokesman suggested prices could increase to 50p per item in March. He said: “It’s still a fluid decision process, however, 50p does make a nice stand-out, round figure. After all, we have Poundland and 99p shops, and this will be even cheaper.”
The shop is 750sq ft, and contains just 20 shelves, stacked full – it used to be an easyBus building. EasyJet owner Sir Stelios Haji-Ioannou said he hoped the new store would rival giants Aldi and Lidl as a discount store.
And it seems the concept is a popular one: a delivery of frozen vegetables and pizza arrived in the middle of the first day of trading, after the two chest freezers were emptied by customers in just four hours.
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, London area.”
The store’s motto is “No expensive brands, just food honestly priced.”
In the baked goods sector, easyfoodstore.com sells: digestives, cream crackers, jaffa cakes, nice biscuits, pains, shortbread, choc-chip cookies, pitta bread and ginger nuts. It also sells sugar and flour.