PEOPLE on the Covid front line and struggling families will be able to get top brand food and goods at around half price when a new discount store opens in Dudley.

Key workers, school and council workers and families on benefits can become members and shop at bargain prices in the new Company Shop opening next Wednesday (March 10) on at Castle Mill on Birmingham New Road.

And the firm, who describe themselves as running ‘income redistribution supermarkets’, say they are planning to expand in the area.

It’s a membership scheme, but membership is free and open to almost all key workers, including those working in the NHS, social care, emergency services, British Army and prison services, and - temporarily - those working in schools and councils, among others.

The firm has also extended membership to those in receipt of means tested benefits, including families with children receiving Free School Meals (FSM).

The other main type of membership is staff working in the retail chain that supplies the store.

Company Shop work on the basis of avoiding waste by taking surplus food and goods from other stores and selling it at an average of half price.

It means bargains on top brands such as Marks and Spencer, Nestlé, Iceland and Tesco.

None of the food is past its sell-by date, and the company says there are many reasons why goods become surplus, including overstocking and incorrect or ‘wonky’ labelling and seasonal packaging.

The store is creating 47 news jobs and also wants to build up links with local shops and manufacturers for their surplus goods.

Eligible individuals and families should sign up for a free membership card online ahead of the store opening at 10am next Wednesday.