EasyJet founder sets up shop where everything costs 25p

EasyJet founder Sir Stelios Haji-Ioannou has entered the discount grocery market with a low-cost food store selling items for 25p.

The entrepreneur has launched the concept easyFoodstore in Park Royal, north-west London, to cash in on the cheapest end of the grocery market.

The store is selling a basic range of items for 25p each this month as an introductory offer under the slogan: "No expensive brands. Just food honestly priced."

The store will sell a range of grocery items including pasta, biscuits and beans, but the list of initial products does not include fresh meat, fruit or vegetables.

The pilot store is the latest entry in a fiercely competitive grocery market, with discounters Aldi and Lidl posing challenges for the traditional big four of Tesco, Asda, Sainsbury's and Morrisons.