Today's believes it is giving its retail customers the ammunition to take on the major multiples with the relaunch of its own label. The wholesalers' buying group is spending more than £200,000 promoting its extended new-look range of own label products under the Today's label. Trading director Nick Barker said the group's own label already had the quality and the pricepoint to compete with the major multiples' offerings, but the existing packaging had needed updating. He said the relaunch featured "a new fresh design" keeping the Today's logo, and adding the Day Today's logo to emphasise the link with the 600 shops carrying the group's Day Today's fascia. Mukesh Vithlani, trading controller at Today's group member Dhamecha Cash & Carry, welcomed the relaunch. He said: "Own label is important because it gives a point of difference, and it locks customers in so they do the rest of their buying with us. It is an area that business growth will come from and we will concentrate on that side of the business." Vithlani said the own label relaunch also complemented Today's Privileged Customer Club which was being trialled at Dhamecha's Wembley depot. Participants receive special promotions on branded and own label products, POS kits and customised leaflets. Vithlani said: "The point of sale material and leaflets give the smaller stores a professional image and allow independents to compete with the multiples." He said the trial was going very well, with more retailers asking to join the initial 25 taking part, and he was already hoping to extend the scheme to a second Dhamecha depot in Barking. {{NEWS }}