Price freeze on 500 essentials extended to year end

Istanbul, press release — GÜL GROSS MARKET has expanded its Fixed Price Shelf programme, launched at the start of the year with 300 products, to 500 essentials and extended it until 31 December 2026. Shelf prices for products in the programme will not rise before that date, and whenever a product’s cost falls, the reduction will be passed on to the shelf immediately.

Which products are included?

The programme covers the product groups that make up the largest part of a family’s weekly shop:

• Bakery: Bread, lavash, simit and rusks
• Dairy and breakfast: Fresh milk, yoghurt, ayran, white cheese and eggs
• Staples: Red lentils, chickpeas, haricot beans, rice, bulgur, pasta, flour and sugar
• Oils: Sunflower oil and GÜL-branded olive oil
• Cleaning and care: Laundry and dishwashing detergent, toilet paper, soap and toothpaste
• Baby: Nappies and wet wipes

Products in the programme are marked in our store with a shelf label showing a red padlock on a yellow background. The same products can be found in our product catalogue with a “Fixed price” tag.

How is it possible?

The price freeze is made possible by long-term purchase agreements with our suppliers and by operational efficiency:

1. Volume commitment: We signed fixed-volume purchase agreements with 120 suppliers until the end of the year.
2. Storage savings: We passed on the savings from lower waste thanks to our new cold store to the programme.
3. Private label strength: 40 per cent of the products in the programme are GÜL private label products.
4. Energy costs: Savings from the solar plant on our roof limit the rise in store operating costs.

The label price is the till price

One of GÜL’s core principles is “what the label says is what you pay”. If a customer finds a difference between the shelf label and the till price, we refund the product price in addition to the difference. Our electronic shelf label pilot strengthens this guarantee even further.

Also valid for wholesale customers

Businesses holding a GÜL Card can buy the products in the programme at case-based wholesale prices, also with the fixed price guarantee. This allows grocers and small markets to keep prices stable on their own shelves too.

A statement from management

Commercial Director Ayşe Demirel said: “Kitchen spending is the most sensitive item in every family’s budget. With the Fixed Price Shelf we want our customers to be able to plan for the end of the month. We will share the programme’s results with the public every three months.”

The full list of products in the programme is available in our store and on our website. Press enquiries: basin@gulgross.com.tr

Results of the first nine months

Since January the price of the programme basket has remained fixed, while general food price inflation exceeded 30 per cent over the same period. We cut shelf prices on 38 products whose costs fell, and the number of customers buying fixed-price products passed 310,000.