Lyons Maid is relaunching to provide smaller retailers an alternative to own label brands.

The range is now available in both take home and impulse. New products such as 1l tubs, choc ices, cones, splits and stick formats are joining the existing range.

The range comes with fully branded outers, which can act as PoS for smaller stores and is available to independent, wholesale and convenience outlets from April. All products will be price-marked.

Charlotte Hambling, marketing manager at R&R Ice Cream, told Retail Express: “The likes of Nisa and Spar have all got their own labels, but not all of those groups and symbols have got the resources to do an own label launch.

“This steps in as that value price point to do the role of own label for retailers who don’t have that.”