The Co-operative Group has become the first British supermarket to give students a 10% discount on their shopping.
As many as 600,000 students will be eligible for the discount via their NUS extra card at more than 3,600 Co-op stores.
As well as The Co-operative Group, Anglia, Midcounties, Midlands, Scotmid and Southern co-ops are all taking part.
The Co-op is looking to attract younger shoppers - and its 10% discount for students could be the breakthrough it needs…
The move comes as The Co-op looks to attract younger shoppers to its stores.
Other retailers including Asos, BHS, House of Fraser and Amazon all offer discounts on the NUS card, but The Co-op is the first of the supermarkets to join.
“When we asked our students what they most wanted from NUS extra, a supermarket deal was the overwhelming answer,” said NUS vice president Raechel Mattey. “We’re so proud to be able to partner with The Co-op on this, because of its ethical food policies and its support for Fairtrade.”
CJ Antal-Smith, head of commercial – grocery at The Co-op, added: “Students are facing increasing financial pressures while studying, and are becoming more savvy when it comes to food shopping. We wanted to help students, many of whom are living away from home for the first time, to live and cook on a budget.”
Students will, however, not be able to get discounts on baby milk, stamps, lottery, phone cards, PayPoint, tobacco, newspaper delivery and electrical goods.