Holland & Barrett is to launch a ‘buy one, get one for a cent’ promotion in Ireland as it seeks to drive sales in the tough market.

The promotion will start on November 25, running until December 9 under the ‘Cent Sale’ banner. It will be supported by a TV campaign featuring brand ambassador Gethin Jones.

Shoppers can mix and match products from the store including vitamins, supplements and natural beauty products.

NBTY Europe group director of marketing Phil Geary said he also plans to roll out the promotion to the retailer’s 600 UK stores.

“Offering exceptional value to our customers is at the core of the business” he said.

“This latest promotion provides just that, with thousands of own label and branded products included in the sale, giving customers a saving on their regular shop plus the choice to try new products for only a penny.”

Holland & Barrett is part of NBTY Europe, the group also comprises brands Julian Graves, GNC, and Natures Way. NBTY Europe currently operates 34 Nature’s Way stores in the Republic of Ireland, all of which will participate in the trial.