High street stalwart John Lewis is to strike back at supermarkets’ non-food offers with its first-ever range of budget products.

The John Lewis Value range will launch this month with 100 products, including towels and wine glasses, the Sunday Telegraph reports, and will expand to 200 products next year.

Prices are designed to compete with Tesco and Sainsbury’s non-food offers, and are considerably cheaper than existing lines: two pillows will sell for £4, towels start from £1.50 and four wine glasses will cost just £4. The cheapest price at present for four John Lewis glasses is £11.

The range will aim to compete with supermarkets’ standard – not budget – own-label ranges.

“We have a value commitment to customers and we feel that over time that is in danger of being eroded as our customers are bombarded with lots of noise about price,” said John Lewis merchandising and marketing director Gill Little.

“We are going to sharpen our pencils on price.”