Family owned Jempson’s Supermarket at Peasmarsh in East Sussex has taken a lead on pricing as some retailers have offered petrol at less than £1-a-litre on short-term deals.

HKS and Costco Bristol ran two-day offers and Asda had a three-day deal, but Jempson’s cut unleaded to 99.9ppl and diesel to 103.9ppl on Monday November 23 and they were still at that level when Forecourt Trader went to press five days later. Director Stephen Jempson said they had not set a time limit on how long they would hold the price, but was not into ’gimmicks’.