Spar has launched the ‘Fresh for Less’ promotional campaign in an effort to boost fresh food sales.

The specially-designed mobile display units have space for five lines of fresh fruit and vegetables which will be on display at £1 each. The fresh food available will be seasonally relevant, with products sourced by each region’s wholesaler.

Spar UK marketing manager Rebecca Whitmore said the move was designed to capitalise on the growing demand for fresh produce in convenience stores. “Fresh is a key area of growth for Spar, as we know consumers want to buy more fresh food from convenience stores,” she said. “Fresh fruit and vegetables continue to dominate the market, with the number five clearly understood by the customer as part of any fresh communication thanks to government ‘five a day’ initiatives.

“Our ‘Fresh for Less’ initiative will help to highlight the great value £1 offers available on fruit and vegetables in Spar stores,” added Whitmore. “By ensuring that the stands are placed in key areas around stores at different times of the day, retailers will help to ensure customers don’t miss out on these deals. With the clear £1 price point, Spar retailers can communicate to their customers the value of fresh products.”

The ‘Fresh for Less’ campaign will be supported by point of sale materials including posters, shelf cards, shelf stripping, with communication explaining portion sizes for five a day and seasonality.