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Sales of mince pies are being brought forward as shoppers stock up on packs for the freezer amid fears of shortages at Christmas.
The Central England Co-op says shoppers are already keen on buying festive foods and so they have answered the call by putting festive products on shelves now.
The retailer said it has rolled out the products following customer enquiries in-store and via social media on when the festive treats would be available.
Market research conducted by the chain found customers are keen to enjoy a mince pie now, but 'they also want to stock up ahead of any potential food shortages'.
They are also keen to enjoy a 'more normal' Christmas after the disappointment for many of last year's celebrations being cancelled due to Covid-19 restrictions.
Sales of mince pies are being brought forward by the Co-op, which issued this publicity image
Market research conducted by the retailer found customers are keen to enjoy a mince pie now
