Budgens has expanded its Discover the Taste range to over 100 lines as it pushes to take a bigger share of the premium brand market this Christmas.

The Discover the Taste range was launched in October 2013 with 35 lines, including meals, sides and desserts. The range now consists of over 100 products, sourced from UK growers and producers. The range is mainly fresh, with some ambient lines, such as mini mince pies and cakes.

John Pattison, Budgens retail director, said: “Research shows that shoppers ‘trade up’ at Christmas, choosing expensive brands and premium ranges as a special treat for the big day.

“Budgens is in a strong position to compete in this market with its reputation for good quality food. By investing in the Discover the Taste range, we’re giving customers the chance to buy a premium brand right on their doorstep.”

Budgens cited an IDG report revealing that upmarket retailers, such as Waitrose and M&S, all outperformed over the Christmas period last year, as shoppers looked to trade up for their festive food shopping.

Nearly a fifth (18%) of shoppers said in December 2013 that they intended to focus on quality over saving money in the coming year, compared to 12% a year earlier.

John Pattison added: “We are really proud of this range, from the quality to the pricing. We’ve created something that reflects the passion and flair of our real food experts and really tells the story of our growers and producers.”