The founder of budget airline EasyJet has stepped into Britain's grocery aisle.

Stelios Haji-Ioannou has opened a discount grocery in northwest London, called EasyFood, offering canned sardines, soups and pasta for a mere 25 pence (36 cents) — for a limited time only. Prices will go up on the "limited and basic" range after a month.

No fresh produce will be offered at the store, whose motto is "No expensive brands. Just food honestly priced."

Haji-Ioannou described the store as an effort to fill a gap in the market — serving the "unwaged and low waged." The store will operate in the space a niche below Aldi and Lidl, the European budget supermarket operators.

Haji-Ioannou says he drew on his experience in distributing food for free in Greece and Cyprus.