Waitrose Launches Largest Private Brand in Eleven Years

Waitrose serves up 1 new brand bringing together hundreds of new and exciting products

waitrose_131781188630935This week British retailer Waitrose announced the launch of its biggest private brand in eleven years. The new brand Waitrose 1 will bring together three existing premium private labels: ‘Seriously from Waitrose’, ‘menu from Waitrose’, and ‘from Waitrose’.

waitrose_131782118028859Available in stores and online beginning in April, Waitrose 1 will offer customers the very best of Waitrose with one simple yet distinctive brand for its premium food.

Reinforcing the retailer’s focus on great quality food, Waitrose 1 will initially launch with over 500 products which will increase to over 800 products with seasonal additions throughout the year.

While many popular dishes and products will remain, Waitrose will also be adding hundreds of new and improved lines, such as Tanzanian Chocolate Ice cream with Blood Orange Sorbet and Sloe Gin Cured Ham with Blackberry & Damson Glaze.

According to Rupert Thomas, Marketing Director, Waitrose, says: “Our team of experts have been working with over 70 suppliers for 12 months to pin-point the ingredients and recipes that offer customers uniquely mouth-watering food. Waitrose 1 raises the bar in premium food, giving the assurance to our customers that these products represent the best of the very best.”waitrose_13178995383114



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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.