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.”