The Co-operative Food will lower prices from this week as it ploughs millions of pounds into trimming the cost of fresh fruit and vegetables in its 2,800 stores across the UK.
This latest investment by The Co-op – which has a store in every postal area - will see some fresh produce prices halved and, major discounts on over 100 fresh produce lines. The price salvo will prune a range of fresh fruit and vegetables and includes revolving offers on popular produce – known as “fresh three” - starting with Iceberg lettuce, carrots (500g) and whole cucumbers priced at just 39p each.
The move is part of a £125M price investment strategy by community retailer which has lowered the cost of hundreds of items as the business seeks to be the UK’s number one convenience retailer and plays to consumers’ shift to buying little, often and local. The programme has already lowered the cost of everyday staple products - such as eggs, chicken, bacon and bread.
Steve Murrells, Retail Chief Executive, The Co-operative Group, said: “Consumers are shopping differently, buying little, more frequently and, increasingly swapping the weekly shop for purchasing what they need, when they need it.
“In addition, food retailing remains highly competitive and we have responded to provide customers with great prices and fresh, quality produce at each of our stores. This makes our price investment the biggest by a convenience retailer, providing consumers across the length and breadth of the UK with lower priced produce and helping them to keep shopping in their neighbourhood.”
He added: “We are freshening up our stores in every sense, investing in price and the in-store environment to transform the shopping experience for communities.”
In 2015, The Co-operative Food is actively pursuing 100 new convenience stores and will undertake 255 store refits.