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.