EasyJet Founder's Store Selling Food For 25p

The easyFoodstore's current prices are an introductory offer but it plans to roll out the trial elsewhere as long as it can prove profitable.

The single store - offering a "limited and basic range" - has opened in Park Royal, northwest London under the slogan: "No expensive brands. Just food honestly priced."

Items on offer include tinned sardines, pineapple chunks, baked beans and wine gums but the list of initial products does not include fresh meat, fruit or vegetables.

Sir Stelios, who has run food initiatives through a charitable organisation in Greece and Cyprus, said: "This is another way the easy brand can serve the less well-off."

He said it was a "commercial attempt to sell basic food for 25p per item to those unwaged or low-waged living around Park Royal".

The businessman's latest initiative aims to undercut the discounters Aldi and Lidl, as well as Poundland.

Traditional big supermarkets Tesco, Sainsbury's, Asda and Morrisons are already feeling the squeeze from this end of the market resulting in a fierce price war.

Sir Stelios first announced initial plans in 2013, saying then he had "a feeling that there is a gap in the food retail market - a niche below some of the current budget operators such as Aldi and Lidl".

The tycoon and his family still own about 35% of easyJet and are the biggest shareholders.

The brand has expanded to easyCar, easyHotel, easyGym and easyProperty.