Waitrose Launches Innovative Frozen Private Brand

United Kingdom based grocer Waitrose recently launched its new line of Private Brand frozen foods, Waitrose Frozen. The new products will allow customers to whip up a delicious meal in minutes, straight from the freezer, with no need to defrost. Customers may choose from meals for one, or create a feast for the entire family with risotto and pastas.

Using techniques found in five-star kitchens, the dishes are created using sous-vide process, which literally means ‘under vacuum’; they are then cooked long and slow in the sealed bag. The dishes include Beef in Ale, ox cheek slow-cooked in a Boddingtons ale sauce, Beef Goulash, tender Lamb Tagine and Pork in Cider. Frozen risotto and pastas are individually frozen to allow for single servings. Innovative and ingenious single-portion frozen sauces will include Green Pesto, Tomato Ragu and Cheddar Cheese Sauce.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.