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

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

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 on this, so it’s nice to see them catching up.”

He added that he thought Supervalu had the wrong name “because people think it’s value when it’s not”.