The East of England Co-op is ending the sale of super strength beer, lager and cider in all of its stores in a bid to curb drink-related anti-social behaviour.
The announcement follows a successful trial in Suffolk last year.
According to Suffolk Police, the trial scheme led to a near 50% drop in drink-related street crime.
The East of England Co-Op has removed what they are calling super-strength, lost cost cider, lager and beer from all 35 stores in Norfolk. From Friday that same will happen in all 50 stores in Essex.
They are targetting products that are cheap to buy, and have an alcohol content of more than 6.5%. The move has won the support of some in the NHS.
The Co-Op say that during the trial scheme in Suffolk they sold as many alcoholic drinks, but fewer units. So profits stayed more or less the same. They hope this will entice other retailers to follow their lead.