Bestway is celebrating the relaunch of its own label value Best-In Essentials range with a promotion offering retailers the chance to exchange one of its wholesale competitor’s own-brand lines for one case of a like-for-like product from the new range.

Six items from the 36-strong range, including baked beans and milk chocolate, are eligible for exchange in the so-called ‘competitor amnesty on own label products’.

Redesigned products also feature ‘Great British Value’ pricemarked branding.

To take advantage of the promotion, retailers have to bring one packet or tin of the selected products into their nearest branch to exchange it for a case of the equivalent Best-In Essentials. The offer is limited to one case of each product per customer, and customers can redeem for all six lines. Other products included are digestives, chopped tomatoes, lemonade and sugar.

Best-In own label manager Nick Brown commented: “The nation is seeking exceptional and consistent quality at a fair price. The new range delivers on all counts.”