The founder of EasyJet, Sir Stelios Haji-Ioannou, is launching a low-cost food store to rival the likes of Lidl and Aldi in the United Kingdom. EasyFoodstore will focus on a limited range of basic, no name brand foods at bargain prices. Euromonitor Retail Analysts Antonia Brandston and Raphael Moreau state that the market is large for discounters; however, it will be hard to make this particular business model profitable with the low quantity of items that easyFoodstore will sell.

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