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A modern term used by supermarkets to sell food - ranging from cheese to readymade (traiteur) dishes. Asda call theirs "Extra Special"; Safeway "The Best"; Sainsbury "Taste the Difference"; and Tesco "Tesco Finest". At the time of writing, Marks and Waitrose haven"t entered the fray, as they consider all their food is of this quality.
Indeed, in a recent test by inspectors from The Good Food Guide, M & S came first and Waitrose second for the quantity of items judged; and some of the other supermarkets premium products scored lower marks than their regular offerings - although sometimes costing up to 75% more. So in some cased - just Premium prices!