Unitas Wholesale has begun to transition lines to Local Living, its new own brand taking over from the Lifestyle brand.

The rollout of the brand is beginning this month, transitioning 90 SKUs from Lifestyle to the new label over several months.

Its launch comes as Unitas’ current own brands are seeing annual growth of 29%, according to Tracey Redfearn, head of marketing and communications at the wholesaler.

The range will focus on core products, such as household and “pantry essentials”. Unitas will be adding 24 new products to the range in the next three months with the aim of offering 200 Local Living SKUs.

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Redfearn said the brand was a “guarantee to our members and retailers that we can offer them margin-boosting products at prices their customers expect”.

“Affordability is vital to success, and quality will keep shoppers coming shoppers coming back for more,” she added. “Following months of extensive market research, we’ve carefully curated a member and consumer centric range of products. Our aim is to offer our members and retailers products that not only meet but exceed their customers’ expectations on quality and price.

“Own brand is a big opportunity in convenience as it continues to grow its share in stores. Local Living will allow our members and retailers to be part of this growth, delivering a range of essentials that still provide the best margins and profitability.”