Poundland is doubling down on its £1 lines in latest price campaign, with new in-store displays launching across all 800-plus locations.

The point-of-sale display has been created to highlight the 1,000-plus grocery items which are being sold for £1 or less, as customers continue to look for value to help them make their money go further.

The discount store said it “remains committed to offering a significant proportion of its ranges at £1 or below”, calling itself the “home of the pound”.

Following the move to focus on pricing as the cost-of-living crisis continues to put shoppers under strain, around a third of all grocery items are on sale at this price point. The retailer is also continuing to expand its low-cost offer into new categories such as chilled and frozen food, homewares and clothing.

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The push comes ahead of the retailer’s upcoming plans to launch a loyalty plan across the UK, having already launched one in Scotland and Northern Ireland.

The rewards app will offer points and exclusive discounts, which can be redeemed in-store by scanning a barcode at checkout. Promotional products are chosen from different categories and changed regularly, giving shoppers access to new items.

Earlier this year, Poundland introduced a number of new clothing and general merchandise ranges through parent company Pepco Group, positioning itself as a major player in the space as it now offers more baby and childrenswear than ever before.

In an audit of comparable apparel lines, Assosia found that 92% of Poundland’s Pepco clothing was cheaper than F&F at Tesco, 83% lower than George at Asda and 64% lower than Primark.