The Vallée des Vaux supermarket, along with its counterpart in Guernsey, has been rebranded as New Safeway and has cut the price of more than 1,000 items as it attempts to overcome public opposition to the controversial takeover in April by CI Traders.
The company has signed a trading agreement with United Kingdom buying consortium Nisa to take advantage of the supplier’s £15 billion worth of buying power.
Safeway has lost a significant amount of custom since CI Traders bought the two CI stores from Morrisons for £51m in April.
Many shoppers deserted its aisles in protest at the takeover, which reduced the number of major food retailers in the Island from three to two.
