Palmer & Harvey is looking to equip its Mace symbol retailers with an own-label range to rival the multiples.

As many as 80 new chilled lines will roll out into stores over the next two months after P&H identified gaps in certain categories.

“We’ve been working with manufacturers to deliver key gaps in fresh and sliced meat, poultry, cheese, and pastry products,” said marketing director Richard Hayhoe. “There wasn’t a conclusive offering in some categories and we’ve had to be really critical of why some products weren’t selling.” Tertiary lines could be delisted in favour of P&H own label.

The products were benchmarked against the supermarkets’ mid-tier own-label range on spec and price, Hayhoe said.

P&H has also redesigned the branding for its 75 M ambient lines and reformulated 40% of those to be more competitive on price and quality.

A cross-promotion with Hovis to allow retailers to sell two pints of own label milk and a loaf of bread for £2 with a 21% or more POR has also been rolled out. Hayhoe said the deal was proving popular because it trumped the milk and bread for £2.50 deal at other symbol groups.