Cornish baker W C Rowe is to launch a new line of products - Rowe’s Savers - into its retail outlets to appeal to price-conscious consumers.

The new range will initially feature four varieties of ready-made sandwiches, but Rowe’s aims to expand the brand further in 2009. The sandwiches will be priced between £1.50 and £1.60 and will contain fillings such as ham and pickle, tuna and red onion, and egg salad, either in plain white or brown bread.

"With the Savers range we have stripped all the extras away to produce simple, quality products," said Paul Pearce, marketing manager at Rowe’s.