Danish retailer Dagrofa has announced that its MENY retail chain has launched 'Hverdagspris' (Everyday Price) campaign, offering more than 400 basic products at competitive prices.
The prices of the items will be in line with the prices in discount stores going, the retailer added.
The Hverdagspris programme includes a wide range of items used by Danes in their daily lives, such as bananas, milk, organic oatmeal, peeled tomatoes and detergent.
Richo Boss, chain director of MENY, said, “Our customers need to feel confident about doing their everyday shopping at MENY and know that they can always get the items they use most at a competitive price.
"With 'Hverdagspris', we have created a new pricing programme that we believe adds something extra to the shopping experience customers have at MENY.”
The retailer added that Hverdagspris is not a short-term campaign, that consumers can look forward to in all MENY stores for many years to come.
The items that are part of the campaign will feature a badge on the shelf for easy identification and visibility.
Boss added, ”Together with our many skilled independent grocers in MENU, we have in recent years undergone a strong development, where we have focused on quality, professionalism, a wide selection and the love of food.
“At the same time, it is also important to us that we are on a par with discount on the products that our customers buy most in everyday life, and that is why we are now launching 'Hverdagspris'.
He added that the campaign does not indicate a change change MENY's overall strategy.
"We will continue to be Denmark's Food Market, where our customers come to find the items that make their weekend, birthday or holiday more extraordinary. With 'Hverdagspris' we want to emphasise that we are also relevant for everyday shopping,” he concluded.