A Budgens retailer is planning to sell only free-range chicken and eggs in one of his stores following a campaign that resulted in a 25% increase in sales.

Deepak Patel only sold free-range chicken and eggs at his Frinton-on-Sea store in Essex during Free Range Week in early March and said the results were "incredible". "The week went down a storm with shoppers," he said. "I received no negative feedback. It was fantastic."

Musgrave Retail Partners (GB), which owns Budgens, supported the campaign with marketing material and helped Patel source the chickens through West Country meat producer Lloyd Maunder. The store then ran a poster campaign, Batteries Not Included, in which it promoted 'free-range thinking from your locally owned Budgens'.

Patel said the store would switch permanently to free-range from next month and would also run the campaign in his Woodbridge store in Suffolk in May.