Waitrose is set to roll out a new mid-price nutritional food brand at the end of this month, it was announced yesterday.
On June 30th the up-market grocer will launch ‘Love Life’, a brand comprising more than 270 items, to sit in between its value-led Essential range and more premium Duchy, Heston and Menu from Waitrose offerings.
Love Life has been developed by Waitrose’s in-house nutritionists and chefs and its arrival will help meet the requirements of customers who have been calling for a wider range of products containing whole food ingredients and fewer saturated fats.
Waitrose nutritionist Dr Joanne Lunn commented: “We’re well aware that most of us eat too much saturated fat, salt and sugar but we rarely hear about the important nutrients that we’re not getting enough of.
“Variety is key to getting the balance right. Many of us get stuck in a food rut, eating similar types of food for breakfast, lunch and dinner.
“We need over 40 different kinds of vitamins and minerals every day for good health and no single food provides the correct mix of the important nutrients.”
The launch of Love Life will be supported with a quarterly magazine published by Eye to Eye Media, and the design of the mag, as well as the product packaging, is much more colourful than the supermarket’s typical brand image.
There will also be recipe cards and a dedicated section on Waitrose.com for the new brand, encouraging MyWaitrose members to share recipes and tips.
Meanwhile Waitrose launched its Good to Go brand at the start if May to help support the business’s rapid expansion into the UK convenience market.
Some 150 food products, designed to be eaten on the move, are now being sold in the company’s convenience stores across the country.