Fast-growing symbol group Simply Fresh has opened its 40th store.

The shop, in Boldmere, near Birmingham, was opened by Mandeep and Rupinder Bains last week. It has a large fruit and veg range, as well as fresh products such as bread and pastries, and locally sourced products.

It is also the first Simply Fresh store to use the Beep Treat app, which allows shoppers to scan codes on selected items in store to view discounts that they can then redeem at the till.

“We were pleased with the turnout at the launch and the overwhelming support we have received from local residents and suppliers,” said Mandeep. “We’re excited to continue to get the community involved.”