Wholesaler Parfetts has begun the rollout of its own label range to its Go Local symbol group estate.

Stores began receiving an initial phase of products branded with the initials ‘GL’ last month. The first phase included products such as toilet roll, kitchen towels, cider, teabags and tinned goods, such as baked beans and sliced vegetables. Better Retailing understands more products are to be made available to retailers in two to three week phases.

Sasi Patel, of Go Local Extra in Rochdale, was one of the first retailers to stock the products. He told Better Retailing: “It’s been a really good success story so far and it’s been going really well. I’ve had toilet rolls, cider and the full tinned range of vegetables in.

“It’s good value in general and I’ve had good feedback from customers on the branding.”

Another Go Local retailer added: “The products look quite good. It’s quite similar to Booker’s Happy Shopper range in terms of brand perception and pricing. There are quite a few pricemarked lines and you’ve got products such as ketchup and salad cream which are priced at £1.”

Parfetts has been approached for comment.