Aleyna, available from Asda and Morrisons now, comprises jars of roasted red peppers, sun-kissed tomatoes, hot chillies, cherry peppers, capers, garlic, and marinated artichokes (rsp: £1 to £1.89).
The products are free from artificial colours and are positioned at the posh end of the pickles market, but "at very competitive prices".
"We have managed to keep the price level down because supply, manufacturing and dispatch are local to where the produce is grown," said James Hibbins, brand marketing manager.
"The plan is to keep margins low and to build volume quickly."
Additional lines are in the pipeline ready to be added during the next few months, Hibbins added.