Dubai-based retailer Union Coop has announced plans to freeze the prices of about 50,000 products until the end of 2018.

The company said the move is part of its Consumer Happiness initiative, a move that focuses on raising consumer satisfaction.

Khalid Humaid bin Diban Al Falasi, CEO of Union Coop, said in comments published by state news agency WAM: "This was a very well-planned move because we value our consumers, and we want them to enjoy the perks of shopping with Union Coop. Union Coop has been very careful about maintaining the quality of commodities and the happiness level of its consumers."

He said the price freeze includes food items, textiles, outdoor and camping supplies.

Union Coop has 14 branches spread over Dubai, according to its website.