Kwik Save claims to be taking market share from Iceland and Safeway, following the launch of its Simply economy own-label earlier this year.
Research commissioned by the grocer from AC Nielsen estimates that the range has brought Kwik Save£2.2 million of new customer expenditure, largely from Safeway and Iceland.
Kwik Save marketing director Gill McComas said: 'The fact Simply is bringing us new customers from our rivals is the icing on the cake.'
The Simply range is projected to turn over in excess of£100 million this financial year -£40 million more than originally forecast.
Last week, Kwik Save announced£20 million of permanent price cuts on everyday essentials in its Price Less campaign.
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