Budgens launch premium private label ready meal range

Budgens has introduced a new premium own brand range under the label 'Discover the Taste'. The rang…

Budgens has introduced a new premium own brand range under the label 'Discover the Taste'.

The range comprises of 30 traditional British and European dishes comprising mains for one and two, side dishes and desserts. It is designed to capitalize on shoppers' growing desire for high-quality, prepared meals, and follows last year's launch of the SuperValu mid-tier brand and the rollout of Made Easy.

Discover the Taste has been launched with a meal deal promotion in which Budgens retailers can offer a main, side and dessert for two for £8. The dishes will include confit of duck in orange sauce (rsp: £5.99), slow cooked beef bourguignon with smokey bacon (rsp £5.99), pommes parisienne (rsp: £2.49), and lemon tiramisu (rsp: £2.99).

Adam Hogwood, manager of Morrison's Budgens of Broadstairs, Kent, said the range had performed well in its first two weeks, despite some availability issues.

He said: "There was a gap in the market for a premium ready meal range. They always seemed to be behind us on this, so it's nice to see them catching up."

"The development of Discover the Taste further enhances our offer to help Budgens Retail Partners stand up to the competition, delivering standout quality and breadth of offer in the independent convenience sector," said sales director John Pattison.