In Colchester, a new supermarket opened in Stanway in 1971. Located where five roads met, the store was named 'Fiveways', a brand name that would also be given to other new supermarkets.
The Ipswich Co-operative Society opened their first supermarket at Boss Hall in 1977. Given the name 'Solar', the new store was a success and Solar supermarkets soon opened in Felixstowe and Halstead.
To reflect the positive attitude of the movement in the region, local and national TV personalities were invited to add showbiz sparkle to new store openings and events and boy, did they bring out the crowds.
Household names, including Morecombe and Wise, Terry Wogan, David Ballamy and Dick Emery, all visited the region to cut ribbons and sign autographs in front of hoards of eager fans.