Kwik Save’s new own label ranges have achieved high levels of awareness, penetration, and repeat purchase and performed on a par with Asda’s and Tesco’s own label, according to research commissioned by the chain.

NFO WorldGroup’s survey found the Kwik Save range had gained 75% awareness among customers since its launch in March, and been bought by 60% of shoppers with 90% repeat purchase. And 47% of shoppers had bought into its cheapest-on-display Simply range with 84% likely to repeat.

According to the research, the figures compared favourably with the Tesco and Asda own label ranges, which had identical awareness levels and similar purchase rates.

Kwik Save marketing director Gill McComas said: “The research showed both our main and secondary shoppers believe Kwik Save own label products are good value for money. The own label brand is worth more than £150m per annum and we are confident it will continue to grow in popularity.”