Musgrave has announced that it will add more lines to the Budgens 'Discover the Taste' private-label range in the UK.
The new lines to be added include 'posh' items, such as yoghurts, speciality cheese, meat, fish, bakery and cakes, according to a report in The Grocer.
The 'Discover the Taste' range has already performed well since it was introduced last year, and this increased investment is in response to the fact that more affluent shoppers are now shopping at Budgens. Musgrave believes that the range is helping to drive footfall by offering shoppers 'affordable luxury'.
There have been 33 lines added to the range this year, and this investment will see another 60 lines added to the range by the end of the year, bringing the total number of lines in the range to 120. Musgrave said that 90 Budgens retailers have already signed up to the offer.
Some of the luxury products on offer will include British sirloin steak, Welsh rack of lamb and English piccolo tomatoes.
A premium bakery range is also being launched, in which approximately ten speciality breads, including Muesli Pave and Kalamata Olive Bloomer, will be part-baked in store using high-quality ingredients.
This seems to be a growing trend, as Lidl has also announced that it plans to have more in-store bakeries producing speciality breads.
Musgrave and Budgens said that they are investing heavily in the range, as it is important to have the right range for shoppers, and to ensure that retailers can benefit from the margins that private label provides.
