Waitrose Rebrands “British” Lamb Meals

UK retailer Waitrose has rebranded its ‘British’ collection of private brand lamb ready meals after it was revealed last year that they contained lamb from New Zealand. The retailer initially remedied the mislabeling with a sticker acknowledging the meat’s origin, but now all ‘British’ lamb meals, will be rebranded ‘Classic’ to alleviate confusion.

A Waitrose spokesperson told the BBC that the British label “was only ever supposed to denote the origin of the recipe but we understand why confusion has arisen”.

The move was applauded by the National Farmers Union, who said the previous wording was ‘misleading’ for shoppers and ‘frustrating’ for farmers.



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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.