UK department store chain House of Fraser is to increase its food offering with the opening of a 14,000 sq ft food hall in its Birmingham store.

If the food hall, due to open in September, is a success, the format will be rolled out to selected stores in the House of Fraser chain, reported the Grocer.

Some of the chain’s larger stores currently offer a limited selection of food, including confectionery and deli products, but the new food hall will be on a much larger scale, said the company’s director of food retail Tony Sweet.

“This is a major commitment to food. We’ve assembled a new buying team and pumped significant investment into this. It will have the look and feel of an upmarket food hall, with a lot of specialist products, but you can still buy baked beans,” Sweet was quoted by the Grocer as saying.

The food hall will offer a range of packaged groceries, wines and spirits, fresh meat, fish and diary products, fruit and vegetables and home meal replacements, he added.