Danish retail group Dansk Supermarked has announced that it is permanently lowering the prices of over 2,000 products at its Føtex supermarket chain.
"We want to create Denmark's best shopping experience," said Thor Jørgensen, director of Føtex.
"Not only measured on selection and quality, but also on price. We are therefore lowering prices significantly on the items that Danish people buy most."
The first price reductions came into effect last week, with 350 products being repriced. The retailer says that every week over the next few months, hundreds of items will be given a new, lower price.
Føtex's aim is to lower the price on the best-selling products across all categories and brands, in order to compete with other Danish retailers, including the discount chains. The changes will be introduced on both branded and private label products.
"It is a very regular price investment, where we lower prices sharply. There are no short-term offers or promotional prices," added Jørgensen
"Our absolute desire to become one of the best-priced stores in the country, and to create Denmark's best shopping experience by combining the quality of a supermarket with what discount stores do, namely the price."
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.