Booker has launched a new line of economy products under the brand name Euro Shopper.
The brand, which is sold in 15 European countries and is said by Booker to be worth euro;500m, will be exclusive to Booker in the UK.
The launch follows a six-month trial at the Gateshead, Newcastle and Sunderland branches, and features 30 price-marked products such as soft drinks, biscuits, and pet food.
Booker said the range offered the most competitive wholesale prices on the market and the average POR was 30%.
It added that the range would enable its customers to compete with the growing discount sector.