With milk now cheaper than water in some supermarkets, and petrol also cheaper than water in all of them, Waitrose are hoping to inspire shoppers to treat themselves with fancier fuel.
Offering a range of sparkling diesels and EC-compliant fruit-scented petrols, the first Waitrose service station is already drawing a queue of discerning motorists.
“People take petrol for granted, now that you can buy a litre of ‘cooking unleaded’ for under a quid”, said Rupert Thomas, Marketing Director.
“But a hint of jasmine or jojoba oil from your tailpipe lets those behind you know that you favour a more select way of burning your money.”
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