EasyJet founder sets up shop where everything costs 25p

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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."

Credit: easyFoodstore

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.

easyJet founder Stelios Haji-Ioannou Credit: PA

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.