Appleby Westward, the South West Spar distributor, has announced price cuts on top-selling brands worth £650,000 to its retail customers.

Speaking at the group’s trade show in Exeter last week, managing director Mike Boardman said the company had worked hard to reduce costs within the business, especially through fleet efficiencies including double shifting vehicles.

“We have to understand the cost pressure we’re all facing,” he said. “Bringing costs down is the way forward.”

Price reductions of between 20-25% will be available on cases of top-selling products such as Thatchers, Guinness Draught, Blossom Hill, Tetley and Smirnoff Vodka, while 2ltr units of milk will offer more than 40% margin.

In return, retailers were asked to be flexible on delivery times, buy milk from depot, and order frozen from regional supplier Hunt’s Foodservice.

Sales director Nick Kenworthy said the company had refreshed and refitted 47% of its stores (296) in the last two years and was on track to complete the programme by 2019 as part of a strategy to help retailers grow their businesses.