French retail giant Carrefour said it wants to restore its “deformed” image concerning prices with the launch of its widely-anticipated low-cost own label line.

Carrefour Discount will launch at the end of May offering consumers “a selection of everyday essentials at very low prices”, the retailer said today (22 April), as a way of addressing the “current economic worries of consumers”.

The range comprises of over 400 food and non-food items. Of those items, 83% are food products, ranging from biscuits, sugar and convenience foods, to cooked meats, frozen food and fruit juices, soda and water.

“We want to answer Carrefour’s customers expectations,” a spokesperson told just-food. “We target every customer. Nowadays, customers make choices, being careful about the quality of the food and their food budget. With Carrefour Discount, we offer them a way to conciliate both aspirations.”

The retailer said it had no plans to further expand the range at the current time.

Carrefour Discount 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.