Landmark Wholesale is rolling out ‘Value Zone’ units for retailers to display its budget Lifestyle Value range in a major drive to turn it into a credible alternative to supermarket offers.

The buying group has offered a guaranteed minimum 35% profit on return for the range of price-marked products, which includes 100g chocolate for 50p, two litres of fizzy drink for 39p and a 780g box of washing powder for 99p.

The range is available to all independent retailers but as a further incentive to Landmark’s Lifestyle Express members, it is offering those who install Value Zone vouchers to spend in its members’ depots.

“These products make shopping locally more affordable, which is what shoppers are looking for in the current climate,” said Landmark business development director Chris Doyle.

“The packs clearly communicate ‘value’ while the product quality is as least as good, if not better than, equivalent brands. Lifestyle Value gives retailers the perfect combination of own label and branded goods to rival the choice supermarkets offer on key categories.”