Booker is guaranteeing to maintain independent retailers’ margins on price-marked products in its Euro Shopper and Happy Shopper ranges when VAT rises to 20% on 4 January.

The wholesaler has pledged to cut wholesale selling prices on the products and is guaranteeing the changes until 1 March.

Euro Shopper energy drink, for example, will reduce from a wholesale selling price of £4.65 per case to £4.50 with a profit for retailers of £2.50. “We want to make customers’ lives a little easier on own-label price-marked packs,” said Booker sales director for retail Steve Fox.