Budgens launches premium own-brand range

Budgens has launched a new premium own-brand range comprising 30 traditional British and European dishes.

The Discover the Taste range will feature dishes including mains for one and two, side dishes and desserts, with seasonal refreshes to cater for special occasions.

Main courses for two include confit of duck in orange sauce, slow-cooked beef bourguignon with smokey bacon, button mushrooms and baby onions. The eight luxury side dishes include pommes parisienne and braised red cabbage, with desserts ranging from lemon tiramisu to apple crumble.

Budgens sales director John Pattison said: “Fresh and own-brand are two of the most critical growth sectors in the convenience market. We already have a high-quality mid-tier offering with our SuperValu range, which is achieving over 30% sales value for Budgens’ retail partners.

“The launch of Discover the Taste will ensure our retail partners can provide a quality offer in line with the expectations of today’s shoppers to help drive their sales and profits further.”

The new range has been launched after last year’s successful SuperValu mid-tier brand and the recent Made Easy launch.

“The competition from the multiple convenience formats and their own-brand offerings present challenges for all independent retailers. The development of Discover the Taste further enhances our offer to help Budgens’ retail partners stand up to the competition, delivering stand-out quality and breadth of offer in the independent convenience sector,” added Pattison.


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