Poundland rolls out ready meal range

Date : 13 November 2019

In its latest bid to grab a bigger share of the grocery market Poundland is rolling out its range of chilled ready meals across its entire estate.

The "Bistro menu"

The new range will be branded as the "Bistro menu" and each meal will cost £1.50. The range was tested initially in the trial of its new pricing structure across 24 stores in the Midlands.

Using grocery to grow basket size

As Poundland looks to attract new shoppers and appeal to different missions we are seeing continuous range innovation. After a successful trial it is now extending its new pricing structure to its entire estate.

Five new price points have been added to Poundland's range; 50p, 75p, £1.50, £3 and £4. These sit alongside the standard £1 price point and the £2 and £5 price points that were introduced in 2017. Around three-quarters of products will remain at £1. The new price points will be in the grocery, health and beauty and household categories.

Poundland's new pricing structure allows the retailer to flex its range and encourages shoppers to buy bigger baskets, without losing its value positioning.

The retailer has also started trialling a frozen food range in five shop-in-shops. The range is 350 lines and is in partnership with Fulton Foods. If this proves successful there is the potential to roll-out to over 250 stores.

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