Waitrose has today announced the launch of its largest own brand range since 2009, Waitrose 1.
Available in branches and online from April, Waitrose 1 will offer customers the very best of Waitrose with one simple yet distinctive brand for its premium food.
Reinforcing the retailer’s focus on great quality food, Waitrose 1 will initially launch with over 500 products which will increase to over 800 products with seasonal additions throughout the year.
While many popular dishes and products will remain, Waitrose will also be adding hundreds of new and improved lines, such as Tanzanian Chocolate Ice cream with Blood Orange Sorbet and Sloe Gin Cured Ham with Blackberry & Damson Glaze.
Rupert Thomas, Marketing Director, Waitrose, said, “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. Waitrose 1 raises the bar in premium food, giving the assurance to our customers that these products represent the best of the very best.”
Waitrose 1 will bring together existing premium ranges (‘Seriously from Waitrose’, ‘menu from Waitrose’, and ‘from Waitrose’) under one new brand. Waitrose 1 is the largest food range to be launched by Waitrose since essential Waitrose seven years ago which is now a £1bn brand.