Londis is launching new own brand value bays to offer its retailers a collection of products at attractive rounded price points.

The new bays will include 18 products from the symbol group’s mid-tier and entry level own brand ranges and will be priced at £1, £1.50 and £2.

Londis says the move follows the successful launch of its ‘value that really counts’ branded pound bays in January this year, which resulted in retailers achieving like-for-like sales increases of 120%.

The new initiative will extend the offer, with SuperValu products sold at four price points including SuperValu Tomato Ketchup at £1, Daily Basics Jaffa Cakes at £1, SuperValu Foil at £1.50 and SuperValu Ultra Kitchen Towels at £2.

To support the offers, Londis retailers will be provided with free merchandising support, including end bay kit with pennants, window posters, shelf cards and barker ears.

Londis sales director Scott Wharton commented: “The own brand value bays are another fantastic way for our retailers to provide their shoppers with value for money as well as quality.

“With more competition on the high-street than ever before, initiatives like this are crucial to help Londis retailers stay ahead of the curve and remain competitive.

“The bays protect our retailers’ margins while offering their shoppers value for money and aim to provide added benefit in increased total basket spend.”