The founder of easyJet is looking to target the very poorest in society with a new grocery venture called easyFoodstore.
A pilot outlet in the new venture will see the entire range of 76 products for 25p each, meaning you could come away with one of everything for £19.
Stelios Haji-Ioannou has claimed that the line of simply priced, basic foodstuffs will help "the easy brand can serve the less well-off,” according to the Telegraph.
The first shop is located in Park Royal West, London, having opened to the public last week. The brand is backed by Euro Shopper and the Dutch non-profit buying alliance AMSpromises: “No expensive brands, just food honestly priced".
Haji-Ioannou previously claimed that there was “a niche below some of the current budget operators such as Aldi and Lidl".
Check out the easyFoodstore here for a full list of its product range.