Kwik Save will reintroduce its own label early next year and a “cheapest on display” sub brand called Kwik Save Simply.

In his first interview since taking over as Kwik Save MD last month, Robin Whitbread said the own label plans were an important part of his strategy to re-establish the Kwik Save brand.

He said: “At the moment we have tertiary lines in the store which I don’t think we give enough prominence.

“Many of those lines we are going to be converting to an own label cheapest-on-display line under a new sub brand, and then following that we are going to introduce the Kwik Save own label range so the customer has a hierarchy of choice.”

Whitbread also revealed that a range of impulse lines, which he dubbed “weeks treats”, had also just been introduced.

See this week’s copy of The Grocer for further details.