Eat “al Desko” with Waitrose Private Brand

British retailer Waitrose once again makes a Private Brand splash with a new line of products designed to fill the needs of the customer eating ‘al desko’ or grabbing lunch on the go. The ninety new products launching at Waitrose on the March 24th, include ‘open’ sandwiches, tear and share rolls, and large salad bowls. Individually wrapped cakes and cookies, granola yogurts and seasonal juices.

Roxanne Bennett, sandwich buyer for Waitrose says: “We wanted to offer our customers something a little more exciting for their lunch than just a sandwich and a drink, and this new range does exactly that. With so much choice, from smaller salads and single sandwiches to triple wrap packs, we’re encouraging people to mix and match. Grabbing a quick bite in a rush doesn’t mean you have to sacrifice taste and quality, and we’re very proud to offer such a fantastic and varied selection.”

New sandwiches include:
Waitrose ‘Special Edition’ Smoked Salmon Open Sandwich £2.80
A new concept for Waitrose: a single slice of malted brown bread, topped with smoked salmon, horseradish mayonnaise and a wedge of fresh lemon to squeeze on top.

Waitrose ‘Special Edition’ Chicken and Mango Open Sandwich £2.70
One slice of malted brown bread, topped with sweet chilli chicken and mango. Garnished with spinach leaves

Waitrose Tear and Share soft batch Roll £2.00
This soft batch roll is easily split into halves or quarters. Filled with egg mayo & cress on one side, and tuna mayonnaise & cucumber on the other, it’s perfect for kids.

Waitrose Special Edition Greek Feta Salad with Black Olives & Tzatziki Dressing single £1.40
For a light bite, this is just one half of a regular sandwich. Perfect for matching with a vegetable snack.

Waitrose Special Edition Crayfish and Rocket Single Sandwich £1.40
One of our most popular seafood sandwiches, but smaller! This half sandwich is packed with juicy crayfish tails, complemented by lemon mayo and peppery rocket.

Waitrose Special Edition Wrap Selection £2.50
A triple whammy of the three best selling wraps- so you don’t have to choose! Chicken Caesar, sweet chili chicken and hoisin duck.

Waitrose Special Edition Mini Roll Selection £2.60
Another triple threat, this mini roll selection includes the classics: roast chicken & stuffing, egg mayonnaise, tuna mayonnaise & cucumber.



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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.