Supervalu has rolled out a new brand called Culinary Circle. The objective is to present meals, premium items and deli offerings that bring restaurant quality to consumers for home use. 

The brand will start out with more than 150 items in the frozen sections, the deli and bakery as well as the center of the store. The Minneapolis-based grocer reports that the products will range from on-the-go meals to hors d'oeuvres. Some of the entrees that Supervalu will offer  include Pork Carnitas Enchilada Casserole, Rotisserie Chicken and Chicken Marsala over Linguini.

According to Suprvalu, the Culinary Circle brand will be priced 20 percent to 25 percent below casual restaurant food and 10 percent to 15 percent less than other premium natural brands.The brand will be available nationwide at Supervalu's grocery stores, including Acme, Albertson's, Farm Fresh, Jewel-Osco, Lucky, Shop 'n Save and Shoppers Food & Pharmacy.

Rising gas and other household costs make it hard for many consumers to justify dining out, says Chad Terrel, Culinary Circle's brand manager. As the Food Marketing Institute reports, more than 70 percent of Americans now dine out less often due to tighter budgets and economic concerns.

Source: Supervalu