365discount to reduce fruit and vegetable prices by 20 percent

The Danish discount chain 365discount is launching a recurring campaign to reduce the price of fresh fruit and vegetables by 20 percent, equivalent to the current VAT rate. The promotion will take place every Sunday from September 27 through November 29.

Michael Tilsted, director of 365discount, stated that the initiative aims to illustrate how removing VAT encourages consumers to purchase more healthy produce. The company noted that previous campaigns saw significant sales increases, including a 43 percent rise in fruit sales and a 37 percent rise in vegetable sales during a one-week VAT removal period in 2024.

The campaign also serves as a political statement, supporting discussions regarding potential government plans to halve VAT on food and eliminate it entirely for fruit and vegetables. Additionally, the retailer Coop is noted for offering a five percent member bonus on fresh produce as part of its own initiatives to promote healthy eating.