The three tiers in Costcutter’s new own-label range will be called ‘Independent Trader’, ‘Independent’ and ‘Independent Specialist’, The Grocer can reveal.

The c-store chain has registered the brands, together with logos, with the Intellectual Property Office. Each phrase has been registered across seven food and non-food categories and has the same central logo - a bag with ‘Independent’ across it. The logos for the entry-level and premium tiers feature the words Trader or Specialist beneath.

“These are the names for the own-label range,” confirmed marketing director Ian Bishop. “We are investing a significant amount of money into creating an own-label that sets new standards. Our approach has followed that of any major new brand development, to allow retailers and consumers to identify with the new range.

“It will play a significant role in bringing value and choice to retailers and consumers.”

When Costcutter announced its The Buyco alliance with Palmer & Harvey - which will see it take on the wholesaler’s retail fascias Mace, Your Store and SuperShop on top of its existing four fascias - it revealed it would introduce a three-tier own label range.

Last week, chief executive Darcy Willson-Rymer told The Grocer: “We have an own-label brand we’ve developed and registered. We’ve identified 700 products, and are working through that now. My brief to the team and the agency is not to play catch up, but to lead. I think we’ve done that.”

The launch date has yet to be confirmed.

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