Spar is launching Treat Yourself - a premium own label brand of fresh and chilled products.
The group says the decision was made because of the rise in the number of shoppers willing to spend more on premium products. Treat Yourself sandwiches became the first products to be launched last week, priced between £2.49 and £2.99, and the seven sandwich varieties will soon be joined by lines including cooked ham, sausages, bacon, barbecue meats and fresh produce.
Group trading director Peter Miller commented: "We expect 15-20 products to be introduced by the summer. The Treat Yourself sandwiches were launched last week and others will be phased in over the coming months. Some 30 new products will be launched in 2006."
Miller said the range has an instant premium feel, perfect for special occasions. He added: "Consumers are now willing to pay extra for quality, premium products. This shift is driving the growth of premium products and Spar is determined to maximise this opportunity."