French retail giant Carrefour has launched its widely-anticipated low-cost own label line on its domestic market.

The new line will launch at the end of May offering consumers “ a selection of everyday essentials at very low prices”, the retailer said today (22 April).

Carrefour said the own-store brand is a way of addressing the “current economic worries of consumers” and of “winning over new customers”, covering over 400 food and non-food reference items.

Positioned as an entry-level product line, Carrefour Discount is designed to “complement” the existing portfolio of Carrefour brand products, the group said, while providing consumer with a “direct alternative to hard discount brands”.

“Carrefour Discount products are sold at very competitive prices without in the least sacrificing the Carrefour brand’s quality standards,” the company said. “With Carrefour Discount, customers are guaranteed that its products meet the banner’s quality standards.”

The range has “simple, modern” white packaging with “no frills”. It will be launched in France at the end of May and available in all Carrefour hypermarkets, Champion and Carrefour Market supermarkets, Carrefour City and Carrefour Contact convenience stores, as well as at Ooshop, Carrefour’s online supermarket.