Waitrose is following a number of its major rivals with the launch of a substantial own-brand range which will focus on a more premium offering.
Called Waitrose 1, it brings together existing premium ranges including ‘Seriously fromWaitrose’, ‘menu from Waitrose’, and ‘from Waitrose’ under one new brand.
It marks the biggest food range to be launched by Waitrose since essentialWaitrose, now a £1bn brand, seven years ago.
It will initially house over 500 products which will increase to over 800 products with seasonal additions throughout the year.
New lines include a Tanzanian Chocolate Ice cream with Blood Orange Sorbet and Sloe Gin Cured Ham with Blackberry & Damson Glaze.
“Our team of experts have been working with over 70 suppliers for 12 months to pin-point the ingredients and recipes that offer customers uniquely mouth-watering food,” said Rupert Thomas, marketing director, Waitrose.
“Waitrose 1 raises the bar in premium food, giving the assurance to our customers that these products represent the best of the very best.”
The packaging has been designed to intruige, with a lack of photography and instead featuring a simple black and white box or pot with a boldly coloured label.
The launch will see Waitrose go up against the other premium own-label ranges, including Tesco Finest, Sainsbury’s Taste the Difference and Asda Extra Special as well as the ever expanding premium offerings of discounters Aldi and Lidl.
While sales across own-brand budget labels fell by a quarter over the past three months, according to Kantar Worldpanel, sales for own-brand premium ranges have increased 4.4 per cent.