Londis is slashing prices on hundreds of products as the symbol group launches its new Price Crash value campaign to help shoppers facing financial pressure in the New Year.

Prices will be cut on big brands, with half price offers and 50p deals available on essentials for six weeks, from 5 January to 8 February.

Londis said the campaign would target shoppers facing “mounting” bills after the “excesses” of Christmas spending.

“Shopping little and often is now a consumer habit,” said Londis retail director John Pattison. “And at this difficult time of year for our customers, we want to remind them that Londis is on their doorstep and helping them to save money on their top-up shop.”

Londis is drumming up awareness of the campaign through a national press campaign and three-week radio campaign. It is also giving its retailer “impactful” point of sale display materials relating to the Price Crash offers.

The campaign follows Londis launching its own brand SmartBuy range, last spring, to provide “everyday good value” for shoppers.