Harrods has given its own-label groceries a luxury makeover, ahead of a major expansion of the range.

Unveiling new packaging for the 250-plus own-label lines in grocery and chilled, director of foods Bruce Langlands said he wanted to expand the range substantially and create further differentiation through tiering - referred to internally as ‘core’ and ‘exquisite’.

There are currently only 25 lines in its ‘exquisite’ range, including products such as rare teas and caviar.

Langlands said his intention was to increase that to between 350 and 500 over the next three to four years by sourcing more unusual and exclusive products. He also wants to expand the ‘core’ range, adding a similar number of products.

Unlike supermarkets, there will be no explicit brand name for the tiers. Which tier a product fits into will be implied by the product, the packaging and the price point.

New-look packaging, introduced over the past fortnight, was created by the Harrods’ in-house team. It was designed to make the products stand out more on shelf and give them a more upmarket feel.

“Harrods was a great brand to inherit but it was one of its best-kept secrets of the food hall,” said Langlands. “Now we are being louder and prouder.”

The new packs also display more information on the provenance of foods. “People who shop at Harrods really want to know more about their food and where it comes from, right down to who the farmer was,” added Langlands.

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