Kwik Save will launch the first products in its new own label range on Wednesday as part of its plan to roll out 2,000 own label lines across more than 50 categories by November.
The chain will start with 21 lines of own label bread and morning goods and will continue with 19 canned and packet vegetables products, 12 chilled ready meals, 13 cooked meats, 12 biscuits, 20 frozen vegetables lines and 46 soft drinks.
All new own label products will replace existing secondary brands.
The launch comes after the successful introduction of Kwik Save's cheapest-on-display sub brand Simply. Kwik Save said that sales of Simply were up more than 30% on the lines it replaced.
Managing director Robin Whitbread said: "It will provide our customers with a diverse range of quality products at the kind of prices they have come to expect.
"It also substantially broadens our offering as we now have big brands at low prices, an excellent cheapest-on-display range and a high quality own label range."
Whitbread added: "Simply sales have already shown 30%-plus growth and we expect the impact of own label to be just as significant."

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