After a public boycott cost the store over £1 million following a CI Traders takeover last year, the company is launching a series of schemes to get customers back into its Vallée des Vaux shop.
And it has taken advantage of a move by the Jersey Competitions Regulatory Authority, which, in November, asked Jersey Dairy to write to all retailers informing them that they were able to charge whatever they liked for milk.
The superstore, which has recognised the influence Fair Play’s regular price checking is having on the market, also plans to attack other essential shopping basket items and has already slashed the price of eggs and is understood to be looking into cutting the cost of bread and possibly minced beef in the future.
Store manager Kenny McDonald said: ‘This is not a short-term special offer, but a long-term commitment to giving our customers the lowest prices possible.’
