Seven & I-owned grocer Ito-Yokado is to launch an own-label range at its discount chain, The Price.

The discounts in the range have been achieved through the use of irregularly shaped produce and simplified packaging. Prices will be around 30 to 50 per cent lower than branded products. The range includes toasted seaweed, rice crackers with broken pieces and Chinese noodles.

The range will not be available at the retailer’s Ito-Yokado shops.