Londis has developed a new value-driven range of pricemarked fruit, salads and vegetables to boost its retailers’ competitiveness.

The 35-strong range includes six products priced at £1, including a 450g net of easy-peel oranges. Retailer Hiral Patel, who owns a Londis store in Claygate, Surrey welcomed the range. “Pricemarking makes a huge difference to sales. Quality and service are still important but in today’s world, price exceeds everything, and anything that can help me compete better is good news,” he said.

Lines also include 18 products priced at £1.50, six products priced at £2 and three products priced at £2.50, which will have higher margins than existing lines.

The range will be supported with POS that will educate shoppers about the products’ uses and what they can be matched with.

Londis is also hopeful that the range will simplify its offer for both retailers and consumers. It follows research with Londis retailers that revealed discrepancies between how fresh ranges were managed in stores.

Londis managing director Donal Horgan said: “The new core product range is another example of how we listen to and work with our retailers to improve our offer and provide value for money. The new range will make things simpler for our retailers; we’ve chosen the essential products that most shoppers want, we’re offering compelling prices with price-marked packs and we’re providing supporting marketing materials so retailers can maximise the offer.”