99p Stores has begun to sell lower price-point products to widen its appeal to customers.

The value retailer is selling some products – mainly confectionery and health and beauty – at lower prices, such as a Toblerone bar for 66p. The retailer denied the move could confuse customers.

Commercial director Hussein Lalani said: “It allows us to sell more. We can build a bigger range and give better value to customers.”

Lalani said it was a long-term move but added that the retailer is not considering selling products above the 99p threshold at the moment. “That would confuse the offering,” he said.