Airline tycoon Sir Stelios Haji-Ioannou has backtracked on plans not to sell frozen food in his planned EasyFoodstore.
The entrepreneur, whose proposals for launching a food store to undercut the discounters were first revealed in July, initially decided against selling frozen food because of the need for investment in expensive refrigeration.
But this week, a spokesman for Sir Stelios told The Grocer: “We have looked at it again and decided that, for the target audience we are looking at, things like frozen burgers and chips could be important.”
Altering the range means the first EasyFoodstore pilot, in Croydon, would not open this month, as originally indicated, the spokesman admitted, but it was “full-steam ahead” with teams working “flat out” to open the first store next year.
EasyGroup hopes the Croydon store will also house an HQ for a hotel and office operation.