Budgens, the retail chain owned by Musgrave, is bidding for the premium market this Christmas with its expanded Discover the Taste range.
The number of products under Discover The Taste has risen from 35 to 100 as recent research from the IGD reveals that upmarket retailers, such as Waitrose and M amp;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, 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.”
The DTT range, originally launched in October 2013, includes ready meals, sides and desserts. Budgens says it is sourced from quality growers and producers from the UK and Republic of Ireland.
To help raise awareness and drive sales Budgens is running a media campaign from this week to promote a £2 discount when consumers spend £6 during this month (November)