Londis has launched a new retailer reward programme that doubles the standard discount on all fresh food purchases.

Launching this week, the COOL initiative gives Londis 2020 stores the opportunity to double their discount from what was up to 2.5% to 5%.

Beginning this week and running for an initial 12-week trial period, Londis COOL is part of an ongoing programme to help Londis retailers grow their businesses and increase store profitability.

John Pattison, Londis brand director, said: “COOL demonstrates our ongoing commitment to providing exciting ways to improve sales and margins on fresh. During a time when other symbol groups are reducing their financial support to retailers, we are investing in new opportunities that give Londis retailers increased margin.

“This is just one example of how retailers in the new Londis 2020 family are benefitting from our brand team and retailers working closer together.”

Londis 2020 is the name for the new retailer terms and conditions package, launched in April 2015.