Basics range

More of the products everybody needs

‘Basics’ forms an important part of our ‘Good, Better, Best’ own brand product range – a system that gives our customers the flexibility to change what they buy rather than where they shop and around 70 per cent of customers now buy into the range. All part of creating stores and products that have universal appeal.

Being in tune with our customers as economic changes alter the way they shop and eat has been vital to continuing to do a great job for customers.

Our ‘basics’ range has been this year’s fastest growing sub-brand. Sales were up by 60 per cent in the last quarter of 2008/09. We’ve increased the number of ‘basics’ products to 650, and the number of stores in which they’re available. With more people comparing the value of different supermarkets, making sure they can buy great products at fair prices in our stores is essential.

Buying ‘basics’ is a clear way customers can save money when considerations such as size, shape or appearance are not a primary concern. Around two thirds of the items are under £1 and over 200 are under 50p.

May 2009