Willys to cut prices every month

On Monday, Axfood will launch a major initiative at Willys that will cut prices of name-brand products by a minimum of 5%. This was announced today by Axfood's President and CEO, Anders Strålman, in connection with the release of Axfood's first quarter interim report.

"These won't be temporary special offers, but a price cut that is entirely in line with Willys goal of offering customers Sweden's 'cheapest bag of groceries,'" said Strålman.

Under the new low-price initiative, every month Willys will lower the price by at least 5% for some 20 ordinary items from well-known name-brand producers. The new, lower prices will apply at least one year from the date the reduction was announced. Price cuts will be made every month during the rest of the year, with a strong ambition to continue month after month for a long time into the future.

"Since it is Willys' sales success that has laid the foundation for these price cuts, we hope to gain the continued confidence of our customers," says Patrick Grabenbauer, Marketing Director at Willys. "Today we have pledged to introduce price cuts during the rest of the year, and as long as we continue to be as successful as we have to date, we will be able to continue lowering our prices. Higher sales and greater volumes will make us a more attractive cooperation partner for our suppliers, who in turn can offer us better wholesale prices. In this way, our customers, suppliers and Willys all stand to win from Willys' new lower prices."

The products that will affected by the price cuts consist of ordinary, everyday items that customers recognise and frequently purchase, such as sausages, cheese, cold cuts, beverages, shampoo, balsam, household cleaning products, and so on. Initially, Willys' new low-price initiative will cover name-brand products. However, the company has not ruled out the possibility later on of extending the price reduction initiative to its private label products.