AMD plans to come out with a third major processor brand called Sempron in the second half of this year, the company says.

Sempron will be a brand distinct from the Athlon 64 and Athlon XP processors that AMD currently sells, the company says, and will be pitched at low-cost desktops and notebooks, it says.

AMD already has a low-cost processor, called Duron, that it sells to white-box desktop manufacturers in emerging markets. White-box PCs are assembled and sold without a brand by local distributors.

Sempron will ultimately replace Duron in those markets, says Jo Albers, an AMD spokesperson.

The 32-bit Athlon XP chip will be targeted at business and consumer applications requiring more performance than Sempron, Albers says. AMD will also continue to offer mobile versions of both of those processors, she says.