This 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’.
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.”