Swedish discount supermarket chain Willys revealed plans yesterday [Wednesday] to launch a range of 15 food products under its own brand, Willys.

The company, a subsidiary of Swedish food retailing group Axfood, said that the new range would include fruit juice, cider, sausages and meatballs. The quality will be just as high as leading branded goods, it added, although the products will sell for between 10% and 15% less.

Willys CEO Anders Stralman explained that it intends to offer 650 new products under its own brand by March 2005, and these first items will be available in all Willy’s stores nationwide today.