Woolworths has launched an own-label range called Woolworths Essentials.

The range features core products across all food departments, as well as household cleaning products and toiletries. Launched in mid-March, the offer will grow to almost 200 items by the end of May 2010. The products will sell at prices up to 10% lower than those for comparable competing items.

Woolworths head of foods Julian Novak said: “Obviously the range won’t include the luxury touches that characterise our upper-tier ranges, but we believe that Essentials offers real value for money.”