Booker is hoping to drive awareness of its own label value Euro Shopper range by advertising it nationally for the first time this week.

The adverts, which show a full basket of Euro Shopper goods for the total cost of just £5, first appeared in The Sun on April 28.

Bold red lettering also informs shoppers that the goods are available from Premier stores "and all good independent retailers".

The adverts also include a voucher for shoppers to redeem and claim a free can of Euro Shopper Energy Drink from stores.

Booker retail sales director Steve Fox said the adverts and the Euro Shopper brand provided retailers with "a real opportunity to increase their sales and profits".

The Euro Shopper brand is now valued at £100m.