Where I live, both of the two major supermarket chains (Publix x 3, Kroger x 3) with stores within an epsilon of my house feature Boar's Head next to their house brands. Other than the odd Food Depot there are no other grocery corp brands within probably 25 miles.

I have historically frequently bought Boar's Head meats from the deli counter because I can get them sliced prosciutto thin and they have the texture to support that. And the overall flavor experience when buried in a creatively built sandwich is "not terrible". Absolutely revolting when compared directly against handmade pastrami, ham, corned beef etc., but not bad in a sandwich.

However: in the last year I have noticed Boarshead moving more of their cured charcuterie meats into "nitrate free", which is a lie, they use celery instead, but of course that degrades the texture and flavor a bit.

So now I just buy the house brand meats when I'm slumming, and make my own pastrami, ham, and corned beef from time to time. For two olds a 5lb batch of cured meat is a lot. Like 6-12 months. But homemade charcuterie is so astoundingly good.

So no, I don't consider Boar's Head a premium brand. At least, not anymore. I smell enshittification at work.

Also, everybody should have the chance to try out real charcuterie.