GAME enters fruit & veg sector

Ben Parfitt
GAME enters fruit & veg sector

The time for talking is over. Leading UK games retailer GAME is to, in the words of one of its leading execs, “take on the supermarkets at their own game” by introducing a range of fresh food produce in some of its key UK stores.

MCV can reveal that in-store ranges of fruit, vegetables, some preservatives and basic household goods will be introduced to a number of GAME and Gamestation stores over the Easter weekend, with a view to a national rollout before the key Q4 period.

The new displays will be given a prominent position at the front of store, with discounts offered to loyalty card holders and a range of multi-buy options on selected seasonal veg.

“With recent stats showing that the supermarkets have eaten into specialists game retailer's market share, we thought it was only fair that we recoup that lost revenue by tapping into supermarkets’ own USP,” GAME and Gamestation’s corporate perishables officer John Aubrey stated.

“We very much see this new product range as an appealing value-added offer for our existing consumer base, particularly with the rising number of mums and families we see in store – though of course, we also hope to attract new customers as well.

“The aim is to become the one-stop retail solution for all UK gamers. Our message is very simple – bring it on, Tesco, whatcha got?”

If the trials prove as big a success as is hoped, GAME could expand the range to include ready meals, sliced meat and frozen goods. The possibility of introducing in-store bakeries and fishmongers is also being considered.

“In time we’ll look to move into food stuffs directly targeted at core gamers – Pot Noodle, crisps, cereal, acne cream,” the exec added. “It’s an exciting time.”

UPDATE: Just in case there's any lingering doubt, yes, this is an April Fools story. We hope you enjoyed it!

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Tags: GAME , store , supermarkets , gamestation , in , fruit , veg

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