Basket of Care Initiative Rolls Out Unevenly Across Stores.

Days after the official launch of the Basket of Care initiative, the first discrepancies between promises and reality are already becoming visible in stores. A Traffic News inspection of several major retail chains in Plovdiv found that some of the retailers supporting the measure have not yet implemented it, while in stores where it is available, consumers often struggle to notice it.

The initiative aims to offer more affordable prices for essential food products at a time when rising grocery costs remain one of the most sensitive issues for households. Discounts under the national Basket of Care program are now appearing on store shelves.

The first retail chains introduced lower prices on basic food products on June 8, while the remaining major market players are expected to join by June 18. Three chains launched the initiative on June 8. However, implementation is not taking place simultaneously across all participating retailers. Some merchants announced they would start on June 8, others selected dates later in the month, and some did not provide a specific launch timeline.

Lidl also joined immediately, making the most extensive commitment of all participants, with discounts set to remain in place for eight months—two months longer than the agreed minimum. Metro joined on June 10 with more than 100 discounted products, and this number is expected to exceed 120 items from July 1. On June 11, the campaign also began in CBA/SVA Kome stores, offering around 50 products with discounts ranging from 15% to 30% for at least six months, currently available in 37 locations across Sofia and Sofia Region. Kaufland marked between 30 and 50 essential Bulgarian products, including bread, milk, cheese, eggs, meat, fruits and vegetables, across all of its stores.

The media inspection found that during the first days of the campaign, consumers may encounter very different situations—from clearly marked products and informational materials to a complete lack of visible signs of the initiative. Today I deliberately looked for the stickers marking the basket, but honestly, they are difficult to spot. If there hadn’t been a brochure at the entrance, I might not have noticed them. I usually buy specific brands that I trust and will continue doing so, one shopper said.