Waitrose has revamped its own-label product range in the biggest shake-up of its offer since it introduced Essential in 2009.
The supermarket has unveiled Waitrose 1, which it described as “one simple yet distinctive brand for its premium food”.
The line combines existing premium ranges such as ‘Seriously from Waitrose’, ‘menu from Waitrose’ and ‘from Waitrose’ under one banner.
Over 500 products are launching this month, rising to over 800 with seasonal additions throughout the year. A spokesperson confirmed that fresh produce will have a significant presence in the new range, with ready-to-eat lines, premium salads and fruits all included.
It comes as the battle of private label is hotting up, with Tesco having launched a series of farm brands across a range of fresh food products.
It also means Waitrose now has a single dedicated premium range to complement its value Essential line, which has sales of around £1 billion.
Kantar Worldpanel figures indicate that sales of supermarket premium lines are up 4.4 per cent in the last three months, compared to the year before.
Waitrose’s 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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