Purchasing director Richard Brittle said: "Many retailers are still unaware of this profitable opportunity, and with margins of 70% easily attainable, we feel compelled to keep shouting about it."

Hancocks own label brand Kingsway has received a design facelift with a new logo and redesign of Kingsway labels. Point of sale is being used to highlight the profitability of the category. Customers can take away a pocket sized card allowing them to calculate the margin achievable on each product.

The multi-buy deal on weighout products has been improved to allow a larger discount on lower quantities.

Hancocks will relaunch its pick and mix stand in July with the introduction of a second smaller version coupled with a strong promotional campaign.

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