17/02/2016 09:56 GMT | Updated 17/02/2016 09:59 GMT

EasyFoodstore Introduces '10 Products Only' Rules After Shoppers Stripped Shelves Bare

Anthony Devlin/PA Wire
Shoppers buy items for 25p in a new easyFoodstore owned by easyJet founder Sir Stelios Haji-Ioannou in Park Royal, north-west London, in an attempt to cash in on the very cheapest end of the grocery market.

New rules have been introduced at the easyFoodstore to ban customers from buying more than 10 units of each item.

Prices at the budget shop, set-up by easyJet founder Sir Stelios Haji-Ioannou, will also been raised from the initial promotional price of 25p to 29p.

Additionally, the range of products available will be reduced from 70 to 40.


The notice posted on the brand's website

The store, in London’s Park Royal, was forced to shut its doors just days after opening because its 25p deals prompted shoppers stripped the shelves bare.

Earlier this month lines of customers were photographed waiting to get inside the shop which, as an introductory offer, offered all 76 items for 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 shop, which bears the slogan, “No expensive brands. Just food honestly priced”, has now put restrictions in place to prevent another sell-out.

The brand also said that the restriction on the number of units purchased was to “prevent shopkeepers from purchasing stock to resell at a higher price”.

It has previously said that it will raise the price in March, probably to around 50p.

easyFoodstore shuts after being stripped bare