The birth of Kwik Save's new own label range has created a timely diversion for media pundits bored by six weeks of a lack-lustre General Election campaign. Sadly, their conclusion that the beleaguered discounter's attempts to regain grocery share will spark a new high street price war is all too predictable given their insatiable appetite for a punch-up. Fuelled by claims that KS's latest own brand will undercut Tesco by 10% to 12%, a bit more against Sainsbury and slightly less against Asda, they have donned their tin helmets and prepared for battle. What the warmongers forget is that the national grocery shopping experience these days is not only about deep cut prices. In addition to the whole issue of margin protection, things have moved on during the past two years with loyalty cards, crêches, comfortable car parks and even in store estate agencies becoming part of the mechanics to woo consumers. With both health centres and GPs' surgeries on the way, as Sainsbury highlighted this week, you have the wider arena in which the new Kwik Save is seeking to win back share. However, while a national conflict is unlikely in the short term, sceptical analysts will be watching consumer reaction to the core range of new KS own labels. Discounting in general has been under deep scrutiny in recent weeks, as distinguished Square Mile soothsayers have promoted the view that the sector is running out of steam. While Aldi, Lidl and Netto insist that their expansion plans are well on track it will be the fortunes of the grand daddy of all the cut price operators ­ Kwik Save ­ which generate most interest and comment in City and retailing circles. Thus if there are to be new battles as a result of the growth of KS's premium label these are more likely to be regional skirmishes in the conurbations of the north and midlands where the aggressive players have most stores. The multiples will not ignore the initiative but it will be the response of fellow discounters to the campaign which inspires the most sensational headlines.{{NEWS}}