Christmas is ahead of schedule at Central England Co-ops in the Ashby and Measham areas - as mince pies have gone on sale early in an effort to meet customer demand.

The retailer, which has over 260 stores spread across 16 counties, has rolled out the products in reaction to calls from customers in shops and pleas via social media asking when the festive snacks will be hitting the shelves.

Central England Co-op - with two stores in Ashby and another in Measham - normally does not stock the treats until the end of September.

But its shop staff, customer service centre and social media channels had so many enquiries that they are now going on sale for people to enjoy.

Many customers have been explaining that, following a difficult 18 months due to the Covid-19 pandemic, they want to be able to enjoy a 'more normal' Christmas with family and friends, and enjoying a mince pie is a great way to kick off the festivities early.

Shoppers can stock up on deep filled mince pies for just £1 or 'Irresistible' mince pies from £2.

Natalie Smith, Store Manager at Central England Co-op, said: "For months now our colleagues have been inundated with requests for when our Christmas products will be on sale, especially mince pies.

"While we know that hearing about anything festive related this early is not for everyone, for some they cannot wait so we have decided to give people what they wanted and put them on sale early.

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"I have no doubt that mince pies and anything else Christmas related will fly off the shelves now that it is available, especially during these uncertain times when people need and deserve a boost."