The buying group, which specialises in impulse, has launched Quidzin, a value offer of products priced at £1 or less.
Quidzin will be a Poundland-style range, offering value products and deals such as twin packs of Cadbury products. Sugro UK is working with manufacturers to forge deals and special packs for the offer, which MD Philip Jenkins said would have "realistic" margins.
"The first six months of this year is going to see a very aggressive market," Jenkins said. "The multiples will be lining up for battle, so in convenience, retailers need to be seen to add value."
It follows similar initiatives offered by wholesalers to help out indies, including DCS Europe, which introduced Poundzone, a range of £1 health and beauty lines, in 2009.
The buying group is also planning a total overhaul of its website this year. The site will be opened up so retailers can get impartial advice on which impulse products to stock.
Retailers were finding it hard to get impartial advice on ranges, Jenkins claimed. "I have spoken about the difficulties corporate merchandising presents to our retail partners," he said. "In many instances it is not reflective of the true consumer market and could flatten sales. Many retailers also lack faith in the market information presented to them by suppliers and this lack of confidence creates inaction so that much of the range is still either influenced by corporate merchandising or promotional purchases."
The website will be relaunched in March with information on confectionery, soft drinks, crisps & snacks and the tobacco category.
Meanwhile, Sugro UK is also offering its members deals via email for the first time. It has launched eclubdeals.org, which allows wholesalers to send regular deals to their customers. Eighteen wholesalers are already taking part.