EMMERDALE'S evil entrepreneur Chris Tate was on hand to reopen Malvern's refurbished Kwik Save supermarket.
Actor Peter Amory cut the ribbon and officially reopened the Spring Lane store which has undergone a £800,000 refurbishment.
After the opening, Mr Amory signed autographs while fielding questions from fans of the soap.
The store now has a new greengrocer section, a deli counter and a hot food section.
"Our store is among the first to undergo the Kwik Save regeneration process aimed at giving stores across the country a more modern and fresh feel," said store manager Colin Price.
"Each new concept store has been designed to look like a market street where customers can enjoy the right choice, the right price and the convenience of being right around the corner from where they live."
The reopening took place at 9am on Wednesday, August 27.
n Supermarket sweep: Emmerdale star Peter Amory pushed Kwik Save manager Colin Price around the newly refurbished store. Picture Emma Attwood 35346101
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