Spar has linked up with regional food producers in the West Midlands to promote speciality and local produce as part of Heart of England Fine Foods’ Savour the Flavour campaign.

Spar members have agreed to display Savour the Flavour branding on shelving units, fridges and ice-cream freezers.

Produce from six Midlands producers, including Sela Traditional Sweets and Malvern Cheesewrights, will be launched under the pilot scheme.

They will either be delivered directly into Spar stores or via the AF Blakemore central distribution depot at Willenhall.

Elwyn Davies, AF Blakemore Spar retail director, said: “This initiative is right at the heart of Spar’s commitment to support businesses in the community.