High-end British supermarket chain Waitrose has rolled out its largest own brand range since 2009, launching initially across more than 500 individual products.
Waitrose 1 will lead to ranges such as Seriously from Waitrose, Menu from Waitrose and From Waitrose being brought together under a single label.
Available in branches and online from this month, it will offer consumers a “simple yet distinctive” brand proposition for Waitrose’s premium food and reinforce the retailer’s focus on high-quality food, it said. The number of products under the brand umbrella will be gradually increased to more than 800 products with the announcement of seasonal additions throughout the year.
Alongside existing products, the range of products will include hundreds of new and improved lines such as Tanzanian chocolate ice cream with blood orange sorbet and sloe gin-cured ham with a blackberry and damson glaze.
It is the supermarket’s first food range to be launched since Essential Waitrose seven years ago.
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 mouth-watering food. Waitrose 1 raises the bar in premium food, giving the assurance to our customers that these products represent the best of the very best.”
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