Matt Compton says Somerfield has seen "a significant contribution to sales" from So Good in 2002. Bestsellers so far include the tarte au citron, garlic ciabatta, applewood smoked ham and sirloin steak with pepper and coriander.
The efforts of the So Good team, incorporating input from category management, buying and design personnel, won several accolades in 2002. Products scooping awards included the Taw Valley vintage cheddar and French dusted truffles.
The most recent range enhancements were launched in October 2002 and included 119 new lines. The team has also overseen the launch of an initiative supplying farmers' names and addresses on packs of selected So Good meats. One example of this is the newly launched So Good Scotch beef lean steak mince.
Growth of the range has supported Somerfield's emphasis on its fresh offering: "Our premium own label has been more predominant than brands in driving innovation within fresh foods," said Compton. "The So Good brand is an integral part of our focus on fresh and complements our Fresh food made easy' strapline."
Compton stresses that the team's work has only just begun: "May 2003 will see the next phase of innovation, including the strengthening of our So Good offer primarily across grocery and beers, wines and spirits."