Iceland is looking to strengthen its value offering with a new budget own brand range which it is launching across its estate this week. The 52-strong Great Value range comprises staple food and non food items such as chips, pasta and toilet tissue. Iceland marketing director Sara Jamison said: "Our Great Value range addresses a real demand from customers for our staple products at lower prices, and strengthens our ability to provide shoppers with the range they want at the prices they want to pay." She pointed out recent research by Health Which? found budget brands were often as nutritious as higher-priced counterparts. "Economy brand foods are rising in popularity as shoppers realise they're not always sacrificing taste and quality for price." She said the launch of the new range would complement the regular buy-one get-one-free and multibuy promotions, adding: "We are famous for fantastic deals, and will continue to provide those, and other incredible meal ideas." Jamison said the brand would be exclusive to Iceland and there were no plans to offer its through cash and carries owned by Booker, Iceland's sister company within the Big Food Group. She said white packaging would make the range stand out on the shelf and it would be promoted by press advertising, flyers and PoS . {{NEWS }}