In its release prior to launch, the company said: “The Essential range comprises staple grocery items with the quality and welfare standards customers would expect from Waitrose, at prices they wouldn’t.”
The range spans the majority of Waitrose aisles, from fruit and vegetables to household goods, grocery to meat, fish and poultry. As with all Waitrose own-label products, the supermarket hasn’t compromised on quality standards or sourcing integrity. All pork used in essential Waitrose is British and outdoor reared, all chicken is British and eggs are free range; bananas are Fairtrade, and UK fruit and vegetables are Leaf accredited.
Essential Waitrose is designed to make shopping for staple groceries easier for customers. The packaging design has a consistent look and feel, making it easy for shoppers to navigate ranges throughout the store.
“Customer research tells us that, although we’re a destination store for quality products, shopping for our own-label essential items hasn’t been as easy as it could be,” said Waitrose MD, Mark Price.
“Waitrose own-label lines have always been produced to a superior quality and even sold as a standalone brand in quality supermarkets throughout the world,” he added. “Essential Waitrose effectively combines the quality our customers have come to expect and the reassurance of Waitrose values, together with affordable prices and an easily recognisable brand.”
Source: Waitrose
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