The label will feature on hundreds of products stocked by the supermarket chain. It now shows on many of the retailer’s own-brand items (from fresh produce, juices and smoothies to store cupboard essentials including pulses and grains). It will be added to several products launching this month, many of which ‘incorporate vegetables in innovative ways’ in response to the growing demand for plant-based protein.
Examples include meat sausages which are also packed with up to 35% fruit, vegetables or pulses, such as quinoa, cauliflower, kale and lentils; a sandwich wrap made with omelette in place of tortilla; edamame noodles; and mushroom and miso stir fry bites.
Waitrose said every product carrying the label has been assessed by a team of nutritionists and meets strict criteria based on government guidelines for fat, saturated fat, added sugar and salt. The nutritional benefits of the products are clearly signposted on packaging too.
Nathalie Winn, senior nutritionist at Waitrose, said: “With one-third of shoppers getting confused by which foods to eat for a healthy diet, we wanted to make it easier than ever for our customers to know that they’re selecting food that not only tastes good, but is good for them too.
“Whether or not you have specific dietary requirements, the new labels will make it easier for everyone to make simple, healthy choices every day.”
Waitrose has also launched a number of healthy recipes for customers to pick up in-store or online this month, as well as a special edition of its ‘Waitrose Weekend’ free customer newspaper (published on Thursday January 4) which aims to help shoppers keep their New Year health resolutions on track.