Following the success of its Essentials range, Waitrose is to open a chain of discount stores to compete with the Poundland shops found on the high street.
Marketing director Rupert Thomas said that Guinea Land would stock many Waitrose favourites but in smaller quantities, saying he was sure customers would find £1.05 for a matched pair of Bath Oliver biscuits excellent value. He added that while the Duchy Original range was too expensive for Guinea Land, a new Duchy Fake range had been created by the Duchess of York from recipes by Johann Hari.
Guinea Land is offering to deliver for just one guinea per order.
‘We fully understand that some customers would not wish to be seen in Guinea Land,’ a Waitrose spokesman said, ‘although why anyone would ever use us who couldn’t afford a domestic to do the shopping is quite beyond me.’