Miles Market, on the Waterfront off Pitts Bay Road, is three weeks into a new campaign that has seen the introduction and marketing of a new line of gourmet items that are having wide appeal.

One of the attractions is that the products have a good price range, but Miles executives are emphasising high quality.

The Master Choice gourmet items, being imported through New Jersey, are marketed under the slogan "Proof That Better Can Cost Less!'' Miles has already begun selling about 70 items in the line and president, Mr.

William Cox, said that through the first quarter, another 30 items should be added.

"It is not an adjustment to mainstream, at all,'' he said, even though the pricing structure for the product is being widely accepted.

Mr. Cox insisted that the line was not meant to be the answer to President's Choice products in the Market Place stores.

"Our product comes through New Jersey and not out of Canada. Our philosophy was to be able to offer gourmet products at a price point which is conducive with our quality expectations out of a product line.

"In aiming at increasing clientele by offering value of quality, we, in some instances, where we have products that some may see as expensive, have had to go to some unusual places to get them.

"Master Choice is a product line that is exclusive to Miles, offers the quality which we expect out of our gourmet products, and in some cases, does compare to generic items. You know, mayonnaise for mayonnaise.

"But our feeling is that certainly in the testing and tasting that we have done with it, the Master Choice mayonnaise far exceeds the quality that we're getting out of generic brands.'' But because Miles is buying the products on a direct basis, they have identified specific efficiencies in the landed cost to them. Mr. Cox said that having identified the potential savings, they are able to pass them on to the consumer.

"The quality of the products fit in with what we are trying to do and because we are cutting out the middle man and millions of dollars worth of promotional expenses, we are able to get it at a value that is expected.

"It's just like the fact that we have the best beef on the Island. It may cost more. But it took more for us to find a source for the product. In our market, people will pay for the value we provide.'' Although Miles is using a US source, they expect to be able to add another line of other products from Master Choice in Canada.

"We are looking to increase our representation of Master Choice in all facets of the food business, from the olive oil to the cookies, to the maple syrups and a host of other products.

"I do see Miles taking a move away from generic labelling in making sure that we can offer the best product that we can put on anybody's table, no matter what it is.

"We would still provide a choice, offer the best and then an alternative.''