Poundland has reduced the price of some big-selling branded items, back to a £1 price point.

Dubbed ‘Operation Sell for Less’, the move will see the reductions being applied across Poundland stores this morning as the retailer passes on the benefit of lower costs to customers.

Examples of items falling from £1.25 to £1.00 include Dettol surface wipes, Harpic cleaning gels, Johnsons cotton buds, Nivea shower creams and Lynx deodorant.

In addition, six-pack Seabrooks, Cheetos and Smiths crisps will come down from £1.50 to £1.00 and one litre bottles of Coca-Cola will be reduced from £1.65 to £1.

Poundland has also cut the price of a number of big-selling items to below £1. Pot Noodles are being reduced from £1.00 to 85p, Disney baby wipes from £1 to 75p, and various Bodyform lines from £1 to 85p.