The Notcutts range includes bird seed recipes, high energy suet balls, nuts and mealworms.
Each product is designed to be "as good as, if not better", than the leading brand equivalent and on average, around 10 per cent cheaper than the branded products. The supplier is Johnston & Jeff.
Notcutts marketing director Minnie Moll said: "We are extremely proud to offer our customers what we believe to be the very highest quality recipes at the best prices."
Notcutts Everyday wild bird food includes five core seeds with added vegetable oil for extra energy and 20 per cent black sunflower seeds. A 2kg unit costs £4.49, 5kg £7.99 and 12.75kg £18.99.
Notcutts other products in the category include Notcutts Premium wild bird food, Notcutts Premium Peanut Kernels, Notcutts Sunflower Hearts, Notcutts Premium Mealworms, Notcutts Hi-Energy Suet Balls and Complete bird feeding station.