Orders of Londis’ new SmartBuy range smashed Musgrave GB’s target by more than 40%, the wholesaler has revealed.

Unveiled in July and hitting stores this week, retailers for the 28-strong range had bought into pre-order offers as well as PoS for SmartBuy gondola ends, said the wholesaler.

“The range was launched in response to retailer requests for a lower-cost value range,” said Londis operations director Simon Palmer. “We are happy to see they’ve really brought into the product and its look and feel.”

The line-up of products, in the same price bracket as Booker’s Euro Shopper range, includes a 250ml energy drink at 35p and 1-litre orange juice at 85p.

Londis is adding three further lines: washing-up liquid, cookies and tea bags. “We will continue to review the range to ensure we provide key products at a competitive price, and with the right margins for our retailers,” explained Palmer.