Poundland has added a ‘free-from’ range to its food offering as part of its recently unveiled transformation programme which includes moves to grab a larger share of the grocery market.
The budget retailer will initially trial the new range in 16 stores across the UK. It will include gluten-free savoury and sweet snacks, breakfast cereals, bakery products and pasta, as well as a selection of dairy-free milks.
Poundland stated that its ‘free-from’ range would give shoppers “great value for money compared to prices elsewhere”. Examples given include Eat Natural protein bars and a six-pack of Bfree kids’ wraps both selling at £1.50.
The move comes as the retailer accelerates the roll-out of its expanded chilled and frozen food offer to 60 stores, with more planned. The new range includes around 400 everyday items, from frozen fish to yoghurts.
Poundland also announced that it was extending its ranges of entertainment and stationery products as part the roll-out of its ‘simple pricing policy’ which means every category can offer goods at prices above and below £1. This is said to have already proved popular in categories such as grocery, health & beauty and household, allowing the business to widen its product range.
The latest new product launches in the entertainment category include wireless headphones and portable soundbars for £8 each under the retailer’s Power Geeks brand, and a new range of phone cases for £2.
In stationery, Poundland has added pens, paper, pencil cases, notebooks and files from leading brands such as BIC, Paper Mate, Zebra and NucoPaper.
Tim Bettley, Poundland’s Trading Director, said: “Our simple pricing policy means we can offer more products at amazing value across a wider range of categories, from essentials to entertainment. “This is the latest move in our transformation programme and we have plenty more in the pipeline as a customer-focused, people-led and tech-enabled retailer.”
NAM Implications:
- Poundland have been signalling their moves, and are following through.
- Little excuse for suppliers not to find ways of working with them?
