Budgens has launched a premium range focusing on provenance and quality.
The range, called Our Kitchen, will eventually include more than 180 lines in fresh, frozen and ambient, but has initially launched with 43 fresh products.
Products include Devonshire Red Corn Fed Chicken Paupiettes, Buffalo Mozzarella Medaglioni Grandi, Stuffed Red Peppers and Summer Pudding.
Each product has a point of difference, such as special ingredients or a unique history, with on-pack descriptions telling customers how ingredients were selected or where the recipe came from, said Steve Carter, head of buying fresh food at Musgrave Budgens
"The Our Kitichen range is great food with no fuss and we're really looking forward to seeing customer reaction," he said.