Musgrave GB is adding four new products to its Londis SmartBuy range following early success by the value tier.
A 1.5-litre bottle of milk priced at £1 was introduced to the 28-line range this week. It will soon be followed by chocolate chip cookies, tea and washing-up liquid.
Londis retail director John Pattison said SmartBuy, launched in July, had “exceeded all targets” and more than two-thirds of Londis stores were now stocking the range.
“We promised Londis retailers that if they support SmartBuy, the collective scale their support creates brings opportunity for range extensions and further financial investment,” he added.