Tesco own-label products due to be available in Booker stores this summer are likely to be rebranded as Discover the Choice, Londis brand director Martin Swadling has told RN. 

Mr Swadling said the popularity of Booker’s own-label Discover the Choice’s range, launched last year, has made it a frontrunner, but further details are yet to be worked out. 

“The Discover the Choice range has been a very popular product across Booker stores,” he said.

“It offers a wide selection of products to customers at an affordable price. The Tesco range going into Booker stores will likely be rebranded under the Discover the Choice name.” 

Mr Swadling’s comments come as Tesco boss Charles Wilson last month confirmed 30 rebranded Tesco own-label products would be available to Booker retailers by the end of July. The range will consist of fresh and chilled products. 

Booker’s Discover the Choice range currently consists of ready meals and fresh meat. 

Chris Herring, of Londis Shiphay Post Office in Torquay, said: “I would happily devote an entire chiller to the range because it’s very popular and makes up 40% of my overall sales right now.”