Switching symbol groups has transformed shoppers’ buying habits so dramatically in one Buckinghamshire retailer’s store, he can hardly keep up with demand.

Raaj Chandarana, owner of Tara’s News in High Wycombe, said his new products were flying off the shelves in his first week operating as a Londis following his switch from Premier.

“I’ve just been trying to keep up while calling new products in,” said Mr Chandarana, who has added around 25 new products in store.

“We’ve got a lot of protein products and multipacks and take-home items which are popular with mums and kids, especially the Ella’s Kitchen range.

“The promotional offers are strong. Before I might have made a 10% margin, but now I can make up to 35% on promotions. There is also a lot to choose from so I have the choice to put, say, beans or bread on offer.”

Last year, Mr Chandarana told RN he felt it was his duty to make his customers’ baskets healthier which led his decision to switch symbol groups, after 10 years as a Premier store.

“Customers are surprised they can get quality products and a decent price,” he said.

“Two for £4 on fresh beef burgers is also really great value, especially with barbecue season coming up.”

The store is in the early stages of switching groups, and the fitting of the new fascia and a refit will take place this summer.

“We’re taking this slowly,” he said. “This is not an overnight change. We’re getting used to the prices and the deliveries.

“We want customers to notice the changes slowly. If you change too quickly you can alienate customers.

Mr Chandarana added: “I feel excited for the future. It has reignited my passion personally and I’m excited to give customers what they want.

“Londis is going places. We’ve got a fantastic regional development manager.”