Discount supermarket chain Netto is challenging premium own label brands, such as Tesco Finest, Sainsbury’s Taste the Difference and Asda Extra Special, with a new own label range of chilled ready meals.
The new six-strong range has been benchmarked against “the leading retailers’ quality product
range”, claims the Danish-owned discount chain, which has 136 stores in the UK.
“There is a common assumption that the quality of product in Netto is similar to other supermarkets’ cheapest own label lines because of the price similarity,” said a spokesman. “However, Netto would happily taste-test these new meals against any own label range.”
There are six 500g meals in the new range, including Bangers & Mash, Cottage Pie and Spaghetti Bolognese, which all retail at £1.49.
Chicken Tikka Masala & Rice, Chicken Korma & Rice and Sweet & Sour Chicken with Egg Fried Rice (all £1.99) complete the line up.
Lauren Metcalf, Netto’s buying manager for chilled foods, said: “These new ready meals have been benchmarked against equivalent top quality brands but the difference is we can offer the best quality at the best price.”
She added: “Interest for these new chiller cabinet favourites has been very high - particularly for the traditional British meals of Cottage Pie and Bangers & Mash.”
Sean McAllister