Poundland has rolled out a fresh and frozen food range comprising 350 new product lines at it Ashbourne store in Derbyshire in a bid to get shoppers to do their full weekly shops with the retailer.
The value retailer has launched the pilot, which will sell fresh and frozen products from brands including Lurpak, Cathedral City, Birds Eye and Aunt Bessies at its Ashbourne branch, with a rollout slated for four more stores next month.
The retailer has teamed up with specialist retailer Fulton’s Foods to supply the produce for the trial, which will span products ranging from frozen pizza to fresh vegetables.
The move comes as Poundland seeks to broaden its product range via its move from single to ‘simple’ pricing, having introduced eight price points across its core range from 50p to £5 earlier this year.
The value retailer’s foray into fresh and frozen food is installed as a ‘shop-in-shop’ in the Ashbourne branch alongside its Pep&Co clothing offering.
Poundland managing director Barry Williams said: “We’re delighted to start testing this new concept here in Ashbourne.
“We’re looking forward to bringing Fulton’s expertise to our Poundland customers here and in the other four stores which will pilot the range.”
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