Warm & Fuzzy Waitrose Christmas Chocolates

\"\"British retailer Waitrose has introduced its annual Private Brand candy selection; New Vision Packaging was tasked with creating the structural packaging for the retailer’s core range, which includes such products as Sugared Almonds and Chocolate Brazils.

2012 marks the first year that New Vision has been appointed to conduct work on the premium range as well. The premium offering is made up of two products – a Belgium chocolate assortment and a collection of coffee flavored chocolates.

Each of the eight packs in the core range features a folding boxboard structure, with clear plastic windows and recycled PET also used for selected products. The two premium range packs are constructed using 1000-micron white-lined rigid boards, and recycled PET. All packs feature a knitted Christmas jumper design, created in-house at Waitrose.


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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.