Today's swells ranks of Select and Essentials own label

Today’s has added 34 lines to it’s mid-tier Select range

Today’s Group has added 38 new products to its own-label ranges Select and Essentials.

Thirty four new lines have been launched in its mid-tier Select range, including mixers, jams, biscuits, condiments, canned vegetables and cat litter. It has also added rubber gloves, toilet cleaner, anti-bac trigger spray and extra-wide kitchen foil to its value-tier ‘price-fighting’ range Essentials.

It is advising retailers to merchandise the new products alongside bigger-spend household items such as room fragrances and candles.

Next month marks the first anniversary of the ranges’ launch - Today’s first own-label activity for 10 years. Volume sales were growing month on month, said brand marketing manager Anita Oakhill. “They have performed above our expectations and continue to grow,” she said, adding that shoppers expected low prices in c-stores.

“A credible own-label alternative is increasingly important in the indie sector where consumer expectations of the small store offer has changed. Price is increasingly important with more £1 or less zones, PMPs, and an overall growth in the dependency on promotions.”