LONDON: British tycoon Stelios Haji-Ioannou, founder of no-frills airline easyJet, on Tuesday opened a pilot budget supermarket named ‘easyFoodstore’ in London in an attempt to crack the country’s booming discount grocery sector. The neighbourhood-sized store in Park Royal, northwest London, will offer around 80 low-priced products, with all items costing only 25 pence (36 US cents, 33 euro cents) throughout February as an introductory offer. Inside the store, whose motto boasts ‘No expensive brands, just food honestly priced’, shoppers will be able to browse essentials such as tea, pasta, potatoes and tinned food, but only a very limited selection of fresh vegetables and no fresh meat.