Sampling of some of the 250 products which cover prepared meals, sandwiches, wines, breads, chocolates, coffee, speciality cheeses, meats and desserts will take place in selected stores nationwide on Saturdays in May and June.
There will also be a new TV commercial, print and radio advertising and instore decoration featuring huge close-up photos of fresh ingredients and products.
The retailer is also introducing its Provender Speciality Food range, a selection sourced from all over the world for quality and flavour.
Available from next week, the products are presented in traditional jars, muslin bags, wooden parcels, tins and cork-stopper bottles, with labels featuring the Provender seal. The rustic look is completed by hand-tied string.