Kwik Save's reintroduction of own labels starts this week with the launch of Simply, its new cheapest on display range.
Kwik Save marketing director Gill McComas said: "We've made our packaging more attractive by adding product photos on key food lines so customers feel better about buying the items and there's no stigma attached. Simply will be welcomed by our customers who are normal people living on tight budgets and we have high expectations that Simply will be a big success."
A spokesman said the main Kwik Save own label would be launched in a few weeks time, initially in bakery and ready meals, and would then be rolled out across other categories.

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