Tulip is taking its bacon upmarket with the launch of a new range of premium products.

Four new lines have been developed under the revamped Danepak brand, including dry cure rashers and a more rounded standard cure rasher, both in smoked and unsmoked. There are also some limited- edition products planned, using a range of different cures and flavours.

The producer is also migrating 30 existing Danepak lines, including healthier bacon brand Lean and Low, to the Tulip umbrella brand in order to build the sense of premium around the new additions.

As part of the premiumisation of the Danepak offer, new packaging has been created and a £4.1m marketing drive is being put behind the strapline 'from the family farms of Denmark'. Each variant features a different rustic scene and Danish farmer on the pack, together with a brief description of who they are and what they do. Above and below the line advertising is planned for February with a light-hearted take on the family farming theme and a viral campaign.

"Danepak is adding value by drawing people into the top tier," said Tulip NPD manager Fiona Clayton. "It's giving choice at the right end of the market. We're very pleased with the commitment from the trade. Their reaction was 'It's about time!'"

The new lines will go into all the major multiples, except for Sainsbury's and Tesco, at £2.28 to £2.58. To attract attention on the fixture, though, shoppers will initially be offered 10 rashers for that price instead of eight.