The grocery and retail group which supplies the north’s 500-strong Spar, Vivo and Eurospar stores network says it is investing £8 million in its pricing strategy to ensure customers pay less for everyday staples.
Although UK-wide food price inflation has fallen to its lowest level since April 2022, Henderson Group says it plans to reduce the cost of everyday goods as shoppers become more price conscious than ever.
The strategy began on January 1 with Mega Deals, which has an overall investment of £1.8 million into its pricing and marketing, which will continue until mid-February.
It comes after the retailer surveyed shoppers in December, revealing that those who are actively comparing prices between supermarkets and looking for more offers increased by 26% in over the quarter compared to the previous three month period.
Patrick Doody, sales and marketing director at Henderson Group - which in its last full trading year made a profit of £57 million on sales of £1.23 billion - says getting better deals on the shelves all year round is the company’s top priority.
He added: “We have again grown our value promise to shoppers, committing over £8 million to driving prices down throughout the year.
“Over half of this will be invested into everyday value such as fridge-fillers and food cupboard & household essentials plus promotional deals throughout the year.
“We have stores in every community across Northern Ireland, and committing to this enhanced pricing strategy is important to help shoppers who are actively seeking said value.”
Sara Murphy, brand marketing manager at Henderson Group, added: “Mega Deals has hundreds more deals in store for 2024, spanning across fresh and store cupboard essentials including butter, canned goods and laundry pods.
“The first phase of this campaign will continue into mid-February while further activations will continue throughout the year.”