The produce was initially on sale in 20 Londis stores, supplied from MBL’s retailer service centre in Andover. Results exceeded expectations, so it has been rolled out to a further 20 Londis retailers.
Some 30 pre-packed items of fruit and veg under the Londis label are available in the trial, which is supported by multibuy and quantity-based deals.
Steve Carter, MBL head of buying, fresh, said: “All produce is Class I, direct from the growers. Feedback from retailers and shoppers has been fantastic.”
Arjan Mehr, who is taking part in the trial at his store in Bracknell, said: “The quality is excellent and we have deliveries five days a week.
“Most produce has at least six days’ shelf life. And because all the promotions are ‘get extra free’ there’s no need to worry about changing prices on the shelves or computer system.”