Wal-Mart has launched a “premium” private label line across its stores in Canada.

The ‘Our Finest’ range comprises 50 products and has been launched in time for the barbecue summer season, the retail giant said.

The range, priced C$10 (US$10.20) or less, includes items such as Lean Angus Sliders, Ultimate Sirloin Beef Burgers, Original Bold BBQ Pork Back Ribs and Herb & garlic chicken breasts.

Canadians are increasingly choosing to purchase private label products, with nearly 60% of consumers purchasing store brands to help them save money, the retailer said.

“Private brands have never been more relevant for our customers than during the economic uncertainty we’ve experienced over the past few years,” said Sandra Farwell, senior director brand management and product development at Wal-Mart Canada. “The cost of living continues to rise and customers have fewer dollars to spend each month. Our customers tell us that they look to private brands as one of the easiest ways to help them stretch their dollar further.”

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