Somerfield is launching a premium range at the end of this month ­ its biggest launch in five years. The So Good range will comprise 150 "best in class" lines including ready meals, ready to cook items, meat, produce and other ingredients ­ all in distinctive gold packaging. Unusually, the range will also include everyday foods, such as the "very best" lasagne, as well as exotic lines. More products will be launched next year as Somerfield joins a niche in the premium foods market already occupied by rivals Tesco and Sainsbury. "It's all about the best quality and the best recipes," commented a Somerfield spokesman. "The range uses very aspirational packaging and design. "It's a very sophisticated look to appeal to all our customers, but fits in with our concept stores. "It means M&S quality' products will be made available in local neighbourhood stores." The launch by Somerfield marks the end of Gold Selection, the retailer's previous stab at launching an upmarket range. {{NEWS }}

Topics