Selfridges has added nine new own-label lines to its Christmas food range ahead of a push on own-label next year.

Almond and walnut topped mince pies, marzipan vegetables and stollen bites are among the new additions to the festive own-label catalogue. They will join other Christmas novelties including gingerbread versions of London landmarks such as Big Ben, and the London Eye.

The expansion of the own-label range will be followed next year by year-round and event-focused own-label NPD.

“After 10 years of experience developing own-label products at M&S, it is only natural to be getting behind it at Selfridges,” said Nicola Waller, who joined Selfridges as head of food from M&S a year ago. Waller aims to increase own-label from 5%-10% of sales to 20%.

Bruce Langlands, director of foods at Harrods - who also hails from M&S - is pursuing a similar expansion of its own-label range.

As revealed in The Grocer, Harrods has revamped 250-plus own-label lines and has plans to launch hundreds of new own-label products over the next three years in two tiers - core and exquisite.