Promotional sales at Londis stores have leapt 69% after wholesaler Musgrave GB introduced “gold end” bays to draw attention to its best deals.

Under the scheme launched six months ago, Musgrave tells 500 participating retailers which four of five deals should be displayed on the bay and includes them in consumer leaflets delivered to a million households every three weeks.

So far, 200 lines have been featured on the gold end bays.