The new value range for Londis, SmartBuy, has exceeded its pre-order target by 41% just six weeks after launching.

Londis retailers have taken full advantage of the SmartBuy pre-order offers available, while the pre-sale product will be delivered to stores this week, ahead of the bank holiday weekend.

Simon Palmer, Londis’ operations director, said the initial launch of the 28 lines had been so successful that three further lines would be added by the end of the year - washing up liquid, chocolate chip cookies and teabags.

“The SmartBuy range was launched in response to retailer requests for a lower cost value range, so we are happy to see that they’ve really brought into both the product and the overall look and feel of the brand.

“We will continue to review the range to ensure we provide key products at a competitive price, with the right margins for our retailers.”

Retailer Bryan Craig of Londis Craigmillar, Edinburgh, said: “SmartBuy looks great and provides retailers with the opportunity to stock value products at very competitive prices with a great margin.

“This allows Londis stores to offer their price conscious customers a range of products that will help towards combating the impact of discount supermarkets and other value brands.”