Premier drives footfall with deals on bread, milk and sugar

Booker has given its Premier symbol group retailers the opportunity to drive footfall with competitive deals on bread, milk and sugar.

The summer-season promotion, which runs until 3 October, sees 10 loaves of Kingsmill 50/50 800g medium and thick loaves available to traders for £6.30.

These yield a profit on return (POR) of 20% on a recommended sale price of 79p a loaf. The cheapest retail price returned on mysupermarket.co.uk for a single loaf is 75p at Aldi (19/7/17), although a special offer through Ocado offers a “buy any 2 for £1.80” deal.

The other two deals through Premiers stores are Wiseman whole, semi-skimmed and skimmed milk, available wholesale for £3.20 for four two-litre containers, yielding 20% POR at an RSP of £2 for two; and Whitworths 15x1kg granulated sugar for £7.99 wholesale, reaping 22% POR at an RSP of 69p for 1kg.

Tony Mallaban, who owns Premier Avon Gold, in Keynsham, Bristol, said: “Being able to offer these fantastic prices on such important products to our shoppers and still make 20% POR is exactly what we need right now.”

Shoppers were increasingly price conscious and the offers improved the overall perception of value available in his store, added. “I can’t wait to see the impact as I’m sure it’ll bring more people to me.”

Ranj Hayer, who owns Premier Hayer’s in Weston-super-Mare, agreed. “Times are getting tougher and tougher and we need to offer our shoppers the best value we can to get them through the door and having an EDLP [everyday low prices] on bread, milk and sugar is a great way to do this.”

Martyn Parkinson, brand director for Premier, said the symbol group retailers had told Booker they needed to drive more footfall into their stores and bread, milk and sugar were the most important products to achieve this.

“As well as offering shoppers great value, it’s really important that we maintain our retailers margin and at 20% POR across the three deals, we are helping them make more cash profit as their rate of sale will increase.

“We are confident that incremental sales will go up too, as once shoppers are in store, they see the great choice, price and service delivered by Premier retailers,” he said.