Waitrose is to roll out regional speciality lines to 100 stores to celebrate British Food Fortnight from September 19.
The grocer wants to consolidate its status as the foodies' supermarket choice. The 35-strong range includes biscuits from Dorset, chutneys and jam from Kent and sparkling wine from West Sussex.
Waitrose local and regional food buyer Graham Cassie said: 'The products have all been selected in terms of quality. It enables us to highlight the range of British products by bringing them all together.'