Lira Supermarket

The shop is tiny and the products are very expensive, but the staff was helpful, even if they gave you slightly weird looks. I came back multiple times because of how central and easy to reach it is. Recommend but keep in mind. The prices are 2-3 times what the products are actually worth

One of the few supermarkets in the resort, meaning manipulation of the products prices was on place. A small shop, should be rather called a mini market and not a supermarket. They are even selling small Bulgarian souvenirs. Enough products to cover up for a short stay in Borovets, not convenient if you are looking for different kind of meats to cook yourself at home. If you are in a mood for an ice cream - they sell even that. Fresh fruits sold too.

Small supermarket, expensive as expected because it’s in a small mountain tourist center. They do have a larger variety of fresh fruit than most of the other supermarkets though (apples, bananas, tomatoes, peaches, grapes), but the price is 4 lev per kilo.
The store has a good variety of energy bars that caters to many different food preferences and allergies: you can find vegan bars, gluten free bars, etc. which is good for a small mountain town.

We went there to buy fruits, and the worker told us that there are no markets that sell fruits in Borovets. In almost all shops there are fruits which we found out afterwards...

Very rude people work here and prices are crazy high

Charged twice for lot of groceries