Sales at Delves and Co’s Craven Arms Tuffins store in Shropshire are up 6% following the launch of a petrol price promotion which sees it “taking on the big boys” by slashing the cost of unleaded petrol to 99.9p a litre.

In addition, as part of a Christmas Fuel Bonanza offer, customers who spend more than £75 in the large store can also take advantage of 20p off a litre, taking the price down to 79.9p a litre of unleaded and 85.9p a litre for diesel.

Fuel sales are also up 83% on unleaded and 30% on diesel since the promotion kicked off on Saturday.

Harry Delves, commercial director Delves and Co, the company created after the sale of Harry Tuffins to the Midcounties Co-op in 2012, said the promotion offered extraordinary value for shoppers. “We can proudly boast the cheapest fuel in the UK if you do your Christmas shop at Tuffins,” he said.

Delves and Co’s newest store, a convenience store in Builth Wells in Powys, which opened last month, is also running a Spend £30 and get 5p off a litre promotion equating to 94.9p a litre.

“We just really want to get the word out there about what an independent store can do,” Delves added.

“It’s not just all about the multiples dropping the fuel price. We feel this offer is the best in the UK and we want to shout about it to show that stores like ours can mix it up with the big boys.”

Independent supermarket chain Jempson’s is also offering unleaded petrol for 99.9p per litre at its Peasmarsh store in Sussex for a limited time.