Premier’s Mega Deal promotion is now generating more than £2m of sales for retailers each month.

The deal, which was launched in January 2012, and has been supported with national press advertising, is designed to increase both sales and profits for retailers.

Deals have included Carling 15-pack for £4 and Daz 22 Wash at better than half price £2.59.

“We are delighted that our retailers are benefiting from additional sales of £2m every four weeks just from our Mega Deal promotion,” head of Premier Martin Swadling said.

“This is a very important part of our value proposition and we are committed to ensuring Premier offers the best in convenience.”