French retailer Auchan is this week launching a new pricing policy, with more fruit and vegetables being offered in its stores for less than €1, as it seeks to become the least expensive supermarket chain for fruit and vegetables.
Every day, the retailer will offer 14 fruit and vegetables at less than €1 (per kilo or per piece), which compares with just eight items in the past.
It also said it would be introducing promotional offers each week on seasonal fruit and vegetables.
In another effort targeted at increasingly cash-strapped consumers, the retailer has also reconfigured its Waaoh loyalty card, reducing its scope, but increasing the price reduction by 5-10 per cent.
In May, Auchan is set to open its first supermarket dedicated entirely to organic products and sustainable development, located in Brétigny-sur-Orge, south of Paris.
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