Booker has announced a greater focus on fresh produce and promised to freeze prices of core items including bread and milk for longer fixed periods.
Following trials in the Blackpool area, a six-strong range of prepacked, pricemarked meat has been introduced, alongside a new range of prepacked fruit and vegetables.
The meat range is pricemarked from £1 and will be available at 163 Booker depots with a butchery on site. Both ranges offer average return of 28%.
Booker has also promised to hold prices on milk, bread, eggs and potatoes. It has teamed up with Robert Wiseman, Dairy Crest, Stonegate, Total Produce and Associated British Foods to offer fixed prices for three-month periods.