Spar is promoting eight headline products in a series of TV ads and sponsorship this autumn - alongside new launches - as it seeks to capitalise on recent growth in own brand sales.

The group has chosen to work in partnership with Channel 4 and UKTV’s entertainment channel, Watch. This includes sponsorship of food-related programmes on Watch for six months and three bursts of adverts on Channel 4’s top 15 programmes including Gogglebox, Alan Carr: Chatty Man and First Dates.

The eight Spar products are: assorted mini ice creams; pear cider; pulled pork; premium reserve cider; perlezza prosecco; mixed olives with chilli; rack of ribs; and Argentinian malbec.

Spar hopes the adverts will drive availability of the products - many of which are award winning - in all stores.

Laura McNally, senior marketing manager, said: “We want to surprise the consumer with the great quality Spar brand food and drink which is available on their doorsteps.

“By focusing on these eight headline products, our retailers are offering shoppers credible options, many of which have already won awards – if fully supported, these lines offer a £6m opportunity to Spar.”

Spar own brand is currently worth £300m, with sales growth of 3% since May. The perlezza prosecco is the number one selling variant in the convenience sector, while Italian is its number one cuisine seller with a 38% share of own brand sales.

It has also unveiled two new premium pizzas, made with a slow-rising semolina sourdough crust. They will be available in two variants: SunBlush tomato, Italian Mozzarella and basil pesto; and Italian salami, smoky provolone cheese and caramelized red onion chutney (both RRP £4 or two for £7 on promotion).

This autumn it will launch three new Italian and traditional ready meals: Spinach and Ricotta Cannelloni; Spaghetti Carbonara, and Slow Cooked Beef with Root Vegetable Mash.