The strategy aims to cover including; bananas, bread, eggs, orange juice and yoghurts and will not be a one off promotion as the plan is to drop the prices permanently.
Andrew Bagot, Managing Director of Alliance, said: “The reason behind this is simple: we asked our customers what we could do to improve, and they told us they’d like to see everyday items become more affordable.”
“Fortunately, we have a strong relationship with Tesco, who have been very supportive of our plan to match their UK prices and take advantage of the fantastic quality of product they supply.”
“This is not the launch of any price war but hopefully we can start a debate around food-pricing in the Channel Islands. We firmly believe that great prices on great quality produce shouldn’t be out of the reach of any Islander. We are also working hard on recruiting more great people, as price is just one aspect of retailing, great service is another.”
“Our new pricing strategy has been in response to customer feedback, so I urge Islanders to continue to share their thoughts and suggestions with us by talking to our staff or perhaps engaging with us on social media. We know there is more to do, and we are working hard to drop more prices in the future.”
Pictured: A sample of the new prices at Alliance
While a number of the Tesco lines sold at Alliance are packaged, a spokesman also confirmed for Express that food items including fruit and vegetables are included as the new pricing structure will cover everything that is Tesco-branded.