Lloyds plots to beat contact lens rivals

Lloydspharmacy, the £1.1bn turnover chemists chain, is piloting over-the-counter sales of contact lenses.

The healthcare giant, which has 1,500 UK branches, is aggressively telling customers that it will beat their optician or they will receive an in-store voucher.

A spokeswoman said the trial would take place in the south of England and Scotland.

The entry of the pharmacy group is the latest twist in the contact lens price war which was triggered by the liberalisation of lens sales last year.

Last summer, supermarkets Asda and Tesco entered the market, claiming that their respective prices were the cheapest. However, according to one optical industry source, Lloyds pharmacy's retail lens prices undercut the supermarkets' offer.

In its literature Lloyds pharmacy claims its contact lens service is 'guaranteed cheaper than your optician or we'll give you a £5 voucher'.

Subject to prescription validation, Lloydspharmacy stated that lenses would be despatched to patients' homes within five working days, and offers seven daily disposable lens types and 18 extended wear lens types.

The offer includes 90 pairs of CIBA Focus Dailies at £56.39, a similar price for Bausch & Lomb Soflens one-day, and £90.59 for 90 Johnson & Johnson One-day Acuvue.

For six months' supply of CIBA Focus Monthly Toric, Lloydspharmacy's price is £52.43, J&J Surevue £30.92, and Coopervision Frequency 55 £27.91.