Londis is following in the footsteps of Sainsbury's by launching a campaign encouraging shoppers to switch from branded to own-label goods.

The Swap to Save campaign has been launched to show shoppers how much they can save on a basket of shopping by buying Londis' recently relaunched own-label range.

Using a basket of eight items, including chips, coffee, kitchen roll, apple pies, cola, sweetcorn, bleach and flour, the campaign claims shoppers can save 32% against an equivalent basket of branded goods. The Londis basket totalled £8.48 while the branded basket came in at £12.46. The savings will be flagged up on consumer leaflets, which Londis retailers will be able to distribute locally.

The campaign is a surprising move because many convenience operators consider themselves to be 'the home of brands' and use them to attract customers to their stores.

But a spokeswoman for Londis owner Musgrave GB spokeswoman insisted the wholesaler was not turning its back on brands. "We continue to work closely with our suppliers, building long-term stable relationships to jointly drive efficiencies as we develop our own-brand range, strengthening the Londis reputation for value," she said. "Swap to Save isn't about Londis own-label promotions, it's about highlighting the long-term good deals on offer to shoppers with Londis own-label."

Sainsbury's launched a Switch and Save campaign in 2008, but it provoked outrage from suppliers, who called it a deliberate attempt to damage their business.