Booker has cut the wholesale price on bread, milk and sugar - the top three products for driving footfall in the convenience sector, for its Premier retailers.
Kingsmill 50/50 is being sold for 79p, Wiseman milk at 2x two litres for £2 and 1kg of Whitworths sugar at 69p.
The deals - which are being advertised on promotional leaflet - will still deliver a minimum 20% PoR for retailers, the symbol group said.
“Premier retailers have told us they need to drive more footfall into their stores and bread, milk and sugar are the most important products to achieve this,” said Martyn Parkinson, Premier brand director.
“As well as offering shoppers great value, it’s really important that we maintain our retailers’ margin and at 20% PoR across the three deals, we are helping them make more cash profit as their rate of sale will increase.
“We are confident that incremental sales will go up too, as once shoppers are in store, they see the great choice, price and service delivered by Premier retailers.”
Tony Mallaban of Premier Avon Gold in Keynsham, near Bristol, said: “Shoppers are more and more price-conscious and having these products at such great prices improves the overall perception for value available in my store.
“I can’t wait to see the impact as I’m sure it’ll bring more people to me.”
Ranj Hayer of Premier Hayers in Weston-super-Mare, added: “Times are getting tougher and tougher and we need to offer our shoppers the best value we can to get them through the door. Having an EDLP on bread, milk and sugar is a great way to do this.”