The new range includes major brands in formats such as twin-packs designed to retail at £1 or less. Some lines will be exclusive to Sugro.
Managing director Phillip Jenkins said: "We know the market is going to be very aggressive at the start of the year, with the multiples faced with the problem of trying to grow their market share. They will be lining up for a battle so we need to have an aggressive response. Independent retailers need to convince consumers that they can get great value here."
In a separate development, the group is offering impartial category advice free to retailers via its website. From March, the group will list the top 100 lines and some key merchandising tips for confectionery, soft drinks, bag snacks and tobacco.
Further initiatives include EclubDeals, a promotions scheme with deals including some web exclusive offers, communicated to retailers via email and text, and the launch of a new buying and distribution group called Acorn to attract new independent wholesalers to the Sugro family.
Sugro achieved growth of 11% in the first half of the year, and is projecting 6% value growth for the full 12 months.