Swedish online discount retailer Motatos has launched in the UK and is offering 60 percent off branded goods.
Motatos has been dubbed as the "Swedish Lidl" and is set to rival the popular German discounters Aldi and Lidl in terms of affordability.
Founded in 2014, the company began trading in Sweden under the name Matsmart and it has since expanded into Denmark, Finland and Germany.
While Motato will be available online only, it promises shoppers “well-known products that would otherwise risk ending up in landfill”.
The company has also said that it manages to keep costs down by selling surplus food from wholesalers.
Motatos sells branded goods including household names like Heinz, Cadbury, Kellogg’s, Walkers and Typhoo.
Motatos said its savings advertised online are against the RRP set by the manufacturer.
“The Motatos’ strategy is to keep our costs at a competitive level,” reports quoted UK Country Manager Christabel Biella as saying.
“We offer top quality brands for up to 60 percent less than leading supermarkets, so this is where we differ from Aldi and Lidl. “We are able to offer high ticketed items at a much lower price.”