Waitrose Reveals Top 10 Private Brand Christmas Must Haves

Waitorse christmas

British grocer Waitrose has released its list of ten must-have products for Christmas. The Private Brand products range from the exclusive Heston’s exclusive Cocktail Chocolate shots from celebrity chef Heston Blumenthal, to the perfect panettone.

Waitrose Woodland Friend
New to Waitrose this Christmas, Reggie the Robin is an addition to the Waitrose Woodland character, synonymous with Christmas. Made with Belgian milk chocolate, the hollow robin is just £5, making this a perfect stocking filler.

Heston Cocktail Chocolate Box
New to Waitrose this Christmas, Heston has created a unique collection of six flavoured chocolates, taking inspiration from a range of cocktails including, Cuba Libre, Negroni, Sherry & Whiskey, Gin & Tonic, Mojito and Caipirinha (£13.50 for 12). A festive and celebratory collection, challenging the ordinary conventions of chocolate assortments and providing a unique taste experience through use of exquisite ingredients and different texture combinations

Waitrose Chocolate Coffee Cups
Waitrose chocolate developer Rebecca Neale was inspired by the Italian ritual of drinking coffee with a little chocolate on the side to create the delicate Waitrose Chocolate Coffee Cups (£5.50). Working with expert Italian chocolatiers, together they have created four delicious varieties – cappuccino, espresso, caramel macchiato and hazelnut latte – beautifully shaped like little coffee cups with a soft creamy filling and the perfect size for a post-feast treat.

Waitrose ‘Authentic’ Italian Cube 300g
Made on the shores of Lake Como in Italy, the rich chocolate includes a mix of Praline and Giandotti (£6). The Italian chocolatier produces their own cocoa butter, roasts their own beans, conches the ingredients and formulates unique blends of chocolate recipes, to ensure a unique and intense chocolate experience.

Seriously Intense Dark Chocolate Torte
This dark, rich Belgian chocolate cheesecake with rum soaked raisins, sits on a chocolate biscuit base (£6.99) and is finished with a silky cocao glaze with bronze decorations, making it the perfect alternative centre piece to any Christmas lunch.

Waitrose Hand made all butter puff pastry mince pies
These perfectly unperfect square mince pies will surely create a talking point this Christmas. Made with all butter pastry and a rich, boozy mincemeat, with the addition of fresh apple, makes them really taste homemade. £3 for two.

Remy Martin Richly fruited Christmas pudding
A favourite of Waitrose customers for over a decade, this rich Christmas pudding (£11) is packed with plump, juicy fruit and alcohol, which just gets better with age – a real classic!

Waitrose Panettone range
This year, for the first time, Waitrose launches a selection of own label Panettone, this traditional Italian fruitcake is a seasonal favourite famed for its beautiful packaging as well as its delicious fruity flavour and would make a lovely gift. All are baked with pride to a traditional family recipe, rich in butter and made using a 47 year old mother dough.

Waitrose Aberdeen Angus beef and Hickory Smoked Pepper Crostini Burgers with tangy BBQ Sauce
The Waitrose Hickory Smoked Crostini Beef Burgers (£5.99) were inspired by the ‘dude food’ trend and rather than a traditional bread bun, are presented on a crisp toasted crostini, finished with a tangy barbecue drizzle.

Waitrose Spiced lamb and beef cigarellos
Bring a hint of the Middle East to your Christmas festivities with the Waitrose Lamb and Beef Cigarellos (£5.99) – a perfect blend of lamb, pomegranate molasses, mint and aromatic spices.


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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.