Superdrug is to absorb the January 4 VAT increase on all its own brand beauty, toiletries and household products.

The AS Watson owned retailer will maintain the price of over 2,000 own-brand products at pre-VAT rise levels. The company said the investment will save customers £3m next year.

Superdrug has over 900 stores in the UK and Ireland, and the freeze will cover products from toothbrushes to bath products and washing powder.

VAT goes up from 17.5% to 20% on January 4.

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