This year marks 20 years of one of the city's must-visit foodie spots for the finest produce from across Norfolk and the world.

Jarrolds food hall is one of Norwich's most popular culinary destinations.

What began as a modest delicatessen counter spanning just 600 sq ft has grown into a sprawling 11,000 sq ft hall in the basement of the city department store.

The food hall opened in September 2004The food hall opened in September 2004 (Image: Newsquest) John Adams, Jarrolds managing director of retail, said: "We took four times the profit in the food hall the week before Christmas 2023 than we did in our whole first year open in 2004.

"We have grown from a single deli counter to a food hall with a wine bar, restaurant and coffee shop and they all add to the buzz and vibrancy of the space.

"If it was just a food hall I don't think it would be working as well as this."

Judith Pinney is head buyer for the food hall, and John Adams is managing director of retail at JarroldsJudith Pinney is head buyer for the food hall, and John Adams is managing director of retail at Jarrolds (Image: Newsquest) The department store started selling products from Our Type of Food in 2019, a brand with a focus on supporting local producers and showcasing the flavours of the region.

Judith Finney, food hall head buyer, said: "Our best seller is our strawberry jam - but our alcoholic beverages have been really popular too.

"We will be doubling the Our Type of Food range this autumn.

"Our wines have been really popular, as has the cheese room, and we have started offering wedding cheese 'cakes' too."

The hall has grown hugely in the last 20 yearsThe hall has grown hugely in the last 20 years (Image: Newsquest) Jarrolds is celebrating 20 years of the food hall with a foodie fortnight, with pop-ups from local producers.

There are not any plans to drastically change anything at the food hall as the anniversary passes, but Mr Adams teased that there is more on the horizon.

He said: "We can't rest on our laurels and want to continue to invest and innovate.

"We are planning on extending our opening hours, which would mean that we could start offering breakfasts.

"We are moving some homeware stock to the second floor to create more space for Christmas but we have some exciting plans for it in the new year - but we can't share what just yet."