The founder of easyJet has applied his no-frills approach to the grocery trade, opening his first "easyFoodstore".
Sir Stelios Haji-Ioannou is currently selling a range of 76 products, and for the entire month of February they're all 25p, meaning a savvy shopper could bag the entire range for £20. Grocery items include noodle pots, sardines, tinned spaghetti hoops and chocolate-chip cookies.
The north London shop, located on Park Royal West, opened last week and follows Sir Stelios' failed attempt to open a shop in Croydon. Planning permission for the venture was denied in 2014, according to reports.
The easyFoodstore, according to The Telegraph, has a very basic layout, with
cans and packets of food stacked high on shelves. The shop's website promises "no expensive brands, just food honestly priced".
Sir Stelios told the newspaper that his shop was another way "the easy brand can serve the less well-off".
Since creating the budget airline Sir Stelios has had mixed success. EasyBus and easyHotel have generated profits, but easyCinema was a failure and easyInternetcafe lost more than £100m, the Guardian reported.
He added: "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."
Sir Stelios is being supplied in his new venture by Euro Shopper, a brand produced by Dutch non-profit buying alliance AMS which works on behalf of ten other European retailers, including Kesko in Finland and Esselunga in Italy, The Telegraph reported.
In 2013, Sir Stelios said the widespread use of food banks sparked his interest in the food retail market. He has also previously she that he believed that there was a gap in the food retail market "a niche below some of the current budget operators such as Aldi and Lidl".
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 nix, 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