Aldi and Lidl are about to get a taste of their own medicine, after EasyJet founder Stelios Haji-Ioannau has opened his first EasyFoodstore in north-west London, bringing the challenging spirit of the discount airline to the grocery sector.
The Park Royal shop (next to the EasyBus depot on the North Circular, natch) will sell a limited and basic range of items.
And throughout February all prices will be dropped to 25p as an introductory offer.
This will undercut even discounters, who have eaten away at the market share of traditional supermarkets.
The store’s range stretches from the store cupboard favourites, such as spaghetti hoops and kidney beans, to more premium offerings - fairy cakes and ravioli.
“This is another way the easy brand can serve the less well-off,” said Haji-Ioannau.
“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.”
Haji-Ioannau has been trying to launch his EasyFoodstore for the last three years.
He trademarked the name in 2013 before revealing plans to open a first outlet on the ground floor of a Croydon office block.
The borough council advised Haji-Ioannau against building the store as it would reject any planning application.
Instead he created a mock-up in October 2014 to gather publicity while looking for a new site, using unbranded tins and packets of food covered with the characteristic EasyGroup orange.
Back then the entrepreneur promised an average price of 50p for basic goods, aiming to be cheaper than all mainstream multiples.
The new Park Royal store will not be open 24-hours like many of its competitors - if you’re interested, opening times are Monday to Friday, 9am to 6pm.