Cost-of-living struggles inspire Community Cupboard

"Instead of going to a food bank, being handed a bag and getting back home then finding out that they won't use all those items, at least here they can buy the tokens and shop around for the items they would choose to buy."

Founder Thomas Cliffe hopes the first "social supermarket" in Newcastle-under-Lyme, designed to help people struggling with the cost of living, will offer the "freedom to shop with dignity".

Set up by Community Cupboard NUL CIC, the store allows members to buy groceries at cost price or below, with more choice than other outlets.

Customers can sign up for a membership costing £1 for 12 months. They are then able to purchase tokens to spend on items throughout the store.

Cliffe said the idea was inspired by his own experience after leaving work because of anxiety.

Although his wife was still employed, he said the couple struggled financially and found they were unable to access some forms of support.

"It was horrible because you start to panic and think: 'What am I supposed to do? Where am I going to get the next food from?'"

"We either had to choose a meal or choose the bills."

The supermarket opened for the first time on Monday.

Such stores aim to cut food waste while helping people facing food insecurity by selling surplus goods at lower prices.

"It was exciting to have everyone come through the doors for the first time and give them that freedom to shop with dignity," Cliffe said.

Voluntary co-director Laura Steele said the level of need in the area often went unnoticed.

"One in four children experience poverty from what we have found, and the average income is £29,000."

"There was nothing really for the people of Newcastle and it was crying out for it really," she said.

Cheryl Pepper, a carer who visited after finishing a night shift, described the supermarket as "absolutely brilliant".

"The food's cheap. If you go to Tesco you spend £100, but you come in here, I've put £20 on and I still have some tokens left," she said.

Recent research on the growth of social supermarkets, external backed the idea that they were less off-putting than food banks and large commercial stores for those facing food insecurity.

But lead researcher, Dr Claire O'Malley from Teesside University, said: "While social supermarkets can improve access to affordable food and reduce waste in the short term, they should not be viewed as a complete solution to food insecurity."

The report called for them to supplement, rather than replace, government support for those struggling to put good food on the table.

Fiona Morris, who has ADHD, said she had often found large supermarkets overwhelming.

After visiting the new store, she said she immediately felt understood by staff.

"It feels like Supermarket Sweep - I feel like I'm robbing the place," she said.