Variety single-price retailer Poundland has extended its food offer by adding 100 new grocery lines, increasing competition for the grocers.

Poundland, which already offers 252 food lines, will sell branded weekly essentials in store from today, such as a 250g box of Kellogg’s Cornflakes, an eight-pack of Nescafe Cappuccino Instant drinks and 800ml of Heinz tomato soup for £1.

Cooking sauces, pasta and cereal bars are also part of the new products, some of which will be promoted through multi-buy offers such as two for £1, three for £2 and four for £3.

Poundland trading director Richard Lancaster said: “Grocery is a growth category for Poundland and customers actively come into our stores looking for top-brand everyday essentials at amazing prices.

“Performance clearly indicates that our customers love the variety and breadth of the range.”

Rival 99p Stores has also grown its food offer this year, rolling out its frozen food and fresh fruit and veg offer since July in response to customer demand.