Wholesaler Palmer & Harvey is to showcase a new own-brand range at its annual Pro-retail show later this month.

The new range, sold under the M label, consists of about 160 lines, including more than 60 fresh and chilled products such as milk, cheese and fresh fruit & veg. It is positioned as a supermarket-quality range and is available to all P&H customers, not just Mace stores.

P&H marketing director Richard Hayhoe told C-Store: “We’ve had an own-label range of about 75 lines for some time, predominantly household and grocery items, and we’ve been working closely with our Mace retailers and their customers to find out exactly what we need in the future.

“Our research showed that what shoppers wanted was a quality range sold at a discount to the brands, rather than a bargain no-frills offer. We can now offer a lot more choice in key categories, and we could get to 500 own-brand products in time.”

P&H is aiming to support the launch with a penny pledge scheme, whereby a proportion of the sale price of each product is invested into local community projects.

Pro-retail runs at the Telford International Centre, Telford, Shropshire, on April 24-25.