Waitrose To Grow Essential Waitrose 22%

Essential Waitrose frontBritish grocer Waitrose has announced that 2013 will be a year of growth for its £1 billion ‘essential Waitrose’ value based Private Brand. It plans to grow the brand by almost 400 items

Essential Waitrose was launched in 2009 with 1,400 grocery items, and now represents 18% of total sales. It has since grown to 1,800 sku’s including: thomeware items and a total of 700 new or improved products will be added in 2013.

Waitrose said all beef, pork and chicken in its ‘essential Waitrose’ range is British, all eggs are free range and all bananas are Fairtrade.

Waitrose marketing director, Rupert Thomas, said, “The success of the range has been overwhelming; 79 per cent of shoppers now add an essential Waitrose product to their basket when shopping with us. We will continue to grow the range in existing and new product categories, underlining our promise to offer customers the best value without ever compromising on quality.”



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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.