US grocer Meijer has announced plans to "simplify and improve" its approach to discounting and sale items.

The company, which recently began a new pricing programme, said the move would "greatly increase" the number of items reduced in price, provide deeper discounts for sale items, and provide assurances to shoppers that they are paying Meijer's guaranteed lowest price for a particular product.

The streamlined system simplifies what is on sale, Meijer claimed, as the retailer will now have just three different sales categories for shoppers: Everyday Best Price, Sale and Price Drop.

"The bottom line is that it will cost you less to shop at Meijer than it did before," said J.K. Symancyk, executive vice president of merchandising.

"This sale-pricing programme will help further cement our standing as a low-price leader among national and regional grocers and retailers."