Poundland is launching a range of products priced at less than £1.
The retailer is piloting the 'sub-£1' ranges across stores in the Midlands.
It says the move will allow it to sell more items demanded by customers - such as 100ml Colgate Toothpaste for 75p.
Poundland said it's keen for customer feedback on the pilot scheme, but around three-quarters of products in the stores will remain at the core price of £1.
The first stores taking part in the pilot have already launched the new price ranges, beginning with the branch in Park Street, Walsall.
"We promise customers amazing value and we are committed to fulfilling that promise on the widest range of items. "While three-quarters of the products we offer will still be £1, it's important we look to broaden our ranges elsewhere, whether above or below £1.< "Our customers are among the savviest in the country. We know that and it's why we're moving at the pace they dictate to become the simple price retailer they want us to be."