Sales of Kwik Save’s new own label range are up 37% on the lines it replaced in early March.

Chilled ready meals has been most popular with an uplift of more than 100%. Cooked meats are up 58%, soft drinks 80%, biscuits 38%, bread/ morning goods 23%, and canned/packet veg products 22%.

KS own label executive Colin McMahon said: “Kwik Save on labels has given shoppers the confidence to purchase and in far greater quantities than they did of the replaced lines.”

Spreads, chilled juices, authentic ready meals and toilet tissue join the range this week.