Capper & Co is taking on Co-ops and symbol rivals with the launch of an EDLP initiative for its 500 Spar retailers. It will use multiple prices across all categories as a benchmark for the Everyday Value scheme, with cut prices being held for at least three months. Capper & Co trading director Brian Rees said: "We want to offer consistent good value, not high-low pricing. We want to coax customers away from the Co-op, T&S, Londis and Costcutter, and perhaps attract Tesco top up shoppers as well." Big brands such as Nescafé, Müller, Daz, Fairy, Heinz, Ragu, Cadbury and Stella as well as Spar own label are among 81 lines included in the price cull. The range will be extended. The scheme, which launched in February, is funded by suppliers and Capper. Almost 200 retailers have already signed up, on top of the 97 stores owned by Capper in its South Wales, Hastings and Thames-side territories. Sales of Everyday Value items at the 97 company owned stores are up 48% a week, and 40% over the entire estate. The price of 100g of Nescafé has been set at £1.69, A Heinz Big Soup costs 69p and a four pack of Stella is £3.99. Rees said Capper & Co will also push its Spar Food to Go and fresh flowers offerings, and roll out a new range of Spar own-label sandwiches this year. Hot baguettes and curries are on the menu at 10 stores where the Food to Go scheme is being piloted. As many stores as possible, particularly town and forecourt stores, will be added to the roster when surveys are complete. {{NEWS }}

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