Total divisional sales, excluding fuel, were up 2% for Waitrose last week (to October 8), with trade supported by the second phase of Waitrose 1 products launching in-store.
Earlier this year, Waitrose revealed its new premium range, Waitrose 1, which offers ‘the very best from the supermarket’. The range, which initially launched with 500 products, is described as ‘a resounding success’ with almost a third of Waitrose customers have already tried the brand. More than 100 products have been added to the range this autumn.
Both Waitrose 1 cakes and chilled meals performed particularly strongly last week, up 12% and 29% respectively.
The grocery multiple’s personnel director Helen Hyde said: “The week saw a mix of weather, with the beginning seeing warmer temperatures than the same time last year, then cooling off to become more autumnal. Consequently, salads, soft fruit and outdoor plants had a strong week, with hot pies and prepared vegetables also seeing double digit growth.”
She added that the new Weekend roast promotion, which offers members of myWaitrose (a loyalty scheme offering savings on groceries) 20% off roasting joints from service counters on Saturdays and Sundays, is proving popular, with sales up 50%. Other foods available on service counters are also seeing sales soar, with fish up 16%.
The new Waitrose 1 Choux Pastry Éclairs (£2.50) are filled with a crème patisserie and are available in four flavours: Belgian Chocolate and Malt Éclair, Madagascan Vanilla Éclair, Raspberry and Rose Éclair and Sicilian Lemon Meringue Éclair