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, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.