Waitrose is launching its biggest own brand range since 2009.
Available in branches and online from April, Waitrose 1 will offer customers one simple yet distinctive brand for its premium food.
With the intent to emphasise quality, Waitrose 1 will initially launch with over 500 products, set to increase to over 800 products through seasonal additions throughout the year.
While many popular dishes and products will remain, the John Lewis partnership-owned grocer will also be adding hundreds of new lines including 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, says. “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. It’s the biggest food range to be launched by the upmarket grocer since essential Waitrose seven years ago – now a £1bn brand.