Spar is launching a new premium own label brand on Monday (March 27) in a bid to offer the same breadth of range as multiple c-stores.
A range of 'Spar Treat Yourself - Fine Quality Food' sandwiches will be first to hit the shelves priced between £2.49 and £2.99. There will initially be seven varieties including:Mature Cheddar Cheese and Vine Ripened Tomato, Chicken Breast and Sweetcure Bacon and Wiltshire Ham Salad.
Other lines are still being finalised, but group trading director Peter Miller said it expected to have launched a further 15 to 20 lines by the summer, including cooked hams, sausages, bacon and barbecue meats and fresh produce lines, with the range expected to reach 25 to 30 lines in all.
Miller admitted that the range was "aimed at those consumers who are looking for higher quality than our standard Spar brand range currently offers".
He added that the new brand had been benchmarked against market leaders and was part of a wider restructuring of Spar's own label range.
Marketing director Susan Darbyshire said: "The 'Treat Yourself' range is being launched in line with the development of Spar's fresh range."