A budget retailer is preparing to launch a new outlet in the north London area later this month, with the first shoppers set to receive complimentary produce upon arrival.
Olympic swimming and diving competitor Noah Williams will officially open the premises in the Hoxton district at 8am on Thursday, September 24.
The athlete will also distribute complimentary bags of fresh produce to those attending the inauguration.
The outlet, situated on Hackney Road, will be overseen by Manager Alice Allen alongside a workforce of 14 employees.
All staff members have been hired from the local community surrounding the new location.
The establishment will offer the retailer’s complete selection of affordable products, encompassing fresh British meat, premium Specially Selected items, alcoholic beverages, and a food-to-go department.
Allen expressed enthusiasm about the upcoming opening, noting the significance of the occasion and highlighting Williams’s participation as a memorable element for those present.
The first 30 customers entering the store will receive free bags of fruit and vegetables from the retailer’s Super 6 promotional range.
Discounted Specialbuy items will be accessible in the central aisle on both Thursdays and Sundays throughout the trading week.
Williams conveyed his excitement about participating in the store opening, stating his anticipation of engaging with customers and describing the event as a meaningful way to acknowledge the retailer’s backing of the Great Britain national team.
The company has been providing monthly food vouchers to Team GB athletes since 2015.
Additionally, the supermarket chain has been recognised by consumer organisation Which?
as the United Kingdom’s most affordable retailer for the year 2025, marking the fifth consecutive year of this distinction.
Beyond serving everyday shoppers, the new location is actively encouraging charitable organisations and food banks within the vicinity to enrol with Neighbourly, a service linking commercial enterprises with community groups.
Enrolled organisations will have the opportunity to collect surplus provisions, including fresh produce and bakery items, throughout the week.
The Hoxton establishment is situated at 21 Hackney Road, London, E2 and is scheduled to commence operations on September 24.