Waitrose launches biggest own brand range in seven years

Waitrose has launched its biggest own brand food range since the debut of ‘essential Waitrose’ in 2009, which is now a £1 billion brand.

Available in branches and online from this month, ‘Waitrose 1’ aims to offer customers ‘the very best of Waitrose with one simple yet distinctive brand for premium food’. It will bring together existing premium ranges (‘Seriously from Waitrose’,‘menu from Waitrose’, and ‘from Waitrose’) under one new brand.

The supermarket chain will initially launch over 500 products which will increase to over 800 with seasonal additions throughout the year.

While many popular dishes and products will remain, Waitrose will also add hundreds of new and improved lines, such as Tanzanian Chocolate Ice Cream with Blood Orange Sorbet and Sloe Gin Cured Ham with Blackberry & Damson Glaze.

Waitrose marketing director Rupert Thomas said: “Our team of experts have been working with over 70 suppliers for 12 months to pinpoint the ingredients and recipes that offer customers uniquely mouthwatering food. Waitrose 1 raises the bar in premium food, giving assurance to our customers that these products represent the best of the very best.”

Waitrose has 346 shops in England, Scotland, Wales and the Channel Islands, including 60 convenience branches, and another 27 shops at Welcome Break locations. Waitrose also exports its products to 58 countries worldwide and has seven shops which operate under licence in the Middle East.

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