Musgrave has re-launched its own brand sandwich range for Budgens and Londis retailers in a bid to better target shopper demands for value and home-grown produce.
The range, which sits under the Good to Go brand, now includes 13 lines with lowered rrps.
Many of the key ingredients are British including all cheese, chicken and ham.
The 13 lines consist of the flavours which made up 88% of all sales in the previous range and are all available in single pick.
Created with Melton Foods, which also supplies Waitrose, the sandwiches also feature Made in Britain stamps on their packaging.
Budgens and Londis managing director Donal Horgan said: “The Good to Go brand ties in with shopper’s lunchtime mentality and will help drive sales and profitability for Budgens and Londis retailers in this category which is seeing growth in the market of around 2%.
“Stocking quality own brand products is essential for every independent retailer if they are to meet shopper expectations and benefit from the margin opportunities own brand brings.”