Wine and tapas bar form part of expanded new Jarrold deli

An artist impression of Downstairs at Jarrold in Norwich.

An artist impression of Downstairs at Jarrold in Norwich. - Credit: Archant

Norwich department store Jarrold has doubled the size of its deli and is set to launch the new-look Downstairs at Jarrold at the end of September.

Head to iconic Norwich department store Jarrold at the end of this month and you'll be in for a big surprise. As part of an extensive branding and refubishment programme, the store's beloved deli (which is renowned for supported local, independent producers) will have a significantly larger footprint, with tonnes more space to showcase fabulous East Anglian produce.

Launching in the last week of September, Downstairs at Jarrold boasts a dedicated wines and spirits area, a bar serving tapas and wine, and will eventally see the Cafe Metro turned into a bistro with a pizza oven.

Trading director John Adams said: 'Over the last two months the deli at Jarrold has been undergoing an exciting transformation. More than doubling in size, the new deli will incorporate a brand new fresh counter specialising in local foods and a carefully curated selection of produce from around the UK and Europe.'

We caught up with deli buyer Judith Finney...

Q: Tell us what is happening with the deli?

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A: The deli is more than doubling in size so there is more space to stock local and independent products, a dedicated wine and spirits area, and a wine bar where you can enjoy a glass of wine or two and sample tapas from the deli. The expansion of the deli is part of a two-tiered refurbishment programme to extend the food offering at Jarrold.

Q: When did the deli at Jarrold originally open?

A: Thirteen years ago by Linda and Xavier of Baileys in Beccles. I worked here as their assistant back then and when they left I eventually became the deli buyer. The deli has changed a lot since then with more local products and a focus on cooking ingredients. Now it's set to change dramatically.

Q: Are you stocking more local products?

A: Yes we are! New to the deli will be Essence Jams from Reepham, preserves from Eastgate Larder in north Norfolk ( and more to be announced soon!) We are also going to stock more products from our existing local suppliers, such as chutneys and jams from Adnams, Hugh's Oils, Brook & Amble chocolate (a more 'grown-up chocolate from Gnaw), Grain beer in cans, six beer packs from Lacons - the list is endless. We will also have a chocolate library of chocolate bars from local producers such as Gnaw, to bigger brands such as Lindt.

The wine offering is also increasing. At the moment we offer 45 different wines and this is going to extend to 180, with large wine fridges to keep certain wines at the right temperature.

Q: Why did you decide to extend your foodie offering?

A: The food offering at Jarrold has become a very important part of our business, and customers love to shop from a wide selection of local produce. By extending our foodie offering we hope to offer customers more choice and a better shopping – and eating experience.

Q: Tell us about the wine bar

A: The bar will be the centrepiece of the new deli, a place where you can sit and enjoy a glass of wine, and sample tapas from the deli. The bar area will also be the new home of the cold counter, so that you can easily sample the cheese and meats we have on offer – and then take some home.

The wines will be carefully selected to match the food that we will have on offer. We will also have a selection of beers, spirits and fizz available. Part of our service is to offer advice on food and wine/beer matching and to recommend wines and beers depending on a customer's taste.

Q: Will you be serving food there?

A: We will. From cheese and cold meats, to olives and antipasti, to salads that will also be available to takeaway. We will also offer the ultimate ham Iberico, which will be hung up and sliced to order to takeaway. The menu will be seasonal and aims to highlight some of our customer's favourite products.

When does it all open?

The deli officially opens to the public on September 28.