Booker’s Mega Deal promotions for its symbol chain Premier have generated sales of £6m in just six months.

Mega Deal was launched in February this year to help indies lure shoppers away from the mults by offering “an amazing market-leading promotion” every four weeks.

The deals, including better than half price Bold 2in1 25 wash, better than half price Surf Small & Mighty 630ml and bogof on Coca-Cola, Coca-Cola Zero and Diet Coke 6x330ml - all advertised in The Sun - added an average of £1m in additional sales for retailers each promotion.

Head of Premier Martin Swadling added: “We have more fantastic prices planned.”