Sears-owned mass merchandiser Kmart has announced the expansion of its own-brand portfolio with the introduction of the Smart Sense line. The new private label includes a wide range of items from snacks and beverages to oral care, household cleaners and over-the-counter medications.

According to the retailer, the Smart Sense line is of comparable quality to national name brands, and on average costs 20% less. “Kmart is looking to offer a more affordable Kmart brand product assortment that will rival the quality of more nationally recognised brands,” said Kmart chief marketing officer Mark Snyder.

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