Booker is locking the wholesale prices of over 40 products including beers, wines and spirits, vapes and Christmas dinner staples.
Until 2 January the wholesale distributor, which is a subsidiary of supermarket giant Tesco, will freeze prices on drinks brands such as Stella Artois, 19 Crimes and Jack Daniel’s.
It comes as Booker looks to help retailers increase their margins over Christmas, with up to 49% profit to be made, The Grocer reported.
Prices will be cut across festive items including Jack’s carrots, parsnips, potatoes and brussels sprouts, with more than 25% profit to be made.
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Until 26 January, prices will also be dropped across vape brands including Lost Mary, Found Mary, ElfBar and Ske Crystal with retailers able to earn up to a 5% discount on vapes in Bookers ‘Spend & Save’ schemes.
This follows a previous price lock in October, which is also running until 2 January, across 700 catering products including vegetable cooking oil and prosecco.
At the time, Booker parent company Tesco announced it would be freezing its prices on more than 1,000 products until next year.
UK CEO Jason Tarry said the lock looked to support its shoppers during the winter months as “times are tough”.
He added: “We hope this extended price-lock commitment gives our customers the certainty of knowing that over a thousand household favourites will stay at the same great price for months to come – helping them budget when they need it most.”
