Londis has added seven new fresh produce lines to its SmartBuy value range.
The fresh produce lines, to include SmartBuy tomatoes, carrots, onions, mushrooms, potatoes, apples and easy peeler citrus, are available in Londis stores from this week.
They join the 32 lines already in the range, which includes every day essentials such as kitchen towels, foil, milk, cheese, cookies, chocolate and teabags.
John Pattison, Londis brand director, said the brand would be worth £3m by the end of 2015.
“SmartBuy has been incredibly well received by our retailers and shoppers. So much so that we exceeded our 1,000 store year-end target in 2014 with 1,153 actively participating stores. Our intent is to expand to 100 lines by the end of the year,” he said.
As with all SmartBuy products, the new fresh produce lines will be pricemarked and available at a guaranteed 30% margin.
Londis retailer Kamlesh Patel, Manor Park, said: “SmartBuy is a fantastic range that really stands out - thanks in particular to the bold price marked products and the strong support of the POS kit.
“It combines quality, offering value for money that can move a lot of product, and of course it brings a good margin for the retailers. It helps us to compete with other products and stores.”