In the week that Waitrose launched its new premium food range Waitrose 1 on TV adverts and in its shops, total divisional sales (excluding fuel) were up 1.9% compared with last year.
Sales figures overall for the supermarket chain in the week to May 21 were distorted, as the equivalent week last year included a Bank Holiday weekend, which is typically a time for entertaining.
The Waitrose 1 range performed strongly with star products including coffee, which helped drive a 24% uplift in the hot drinks category. Meat products in the range were also up by 13%.
More generally fresh produce had a strong week, up 5%, and flower sales blossomed by 13%.
Waitrose 1 roasted cauliflower cheese sourdough with roasted tomato soup