United Kingdom-based supermarket Waitrose is celebrating the first birthday of its premium private brand, Waitrose 1.

Avocado, Colombian Coffee, and Champagne Truffles are revealed to be some of the most popular products from Waitrose 1, as the supermarket celebrates the first birthday of its premium range.

Waitrose 1, which boasts the very best from the supermarket, initially launched with over 500 products which then quickly increased to over 700 with seasonal additions throughout the year, making it the supermarket’s largest own brand launch since essential Waitrose in 2009.

Some of the Waitrose 1 best-sellers include:

  • Waitrose 1 Extra Large Avocado, £1.89/each
  • Waitrose 1 Peat and Heather Scottish Smoked Salmon, £6.99/140g
  • Waitrose 1 Colombian Supremo Ground Coffee, £3.50/227g
  • Waitrose 1 Specialty Raspberries, £4.00/225g
  • Waitrose 1 Pesto alla Genovese, £2.50/190g
  • Waitrose 1 Aceto Balsamic Di Modena, £15/250ml
  • Waitrose 1 Hereford Beef Sirloin, £32.99/kg
  • Waitrose 1 Marc De Champagne Truffles, £6.50/200g
  • Waitrose 1 Spaghetti Lunghi, £3.99/1kg
  • Waitrose 1 Free Range Roasted Turkey Breast, £2.59/100g

Product innovation in the brand shows no sign of abating with a further 60 new products available in the coming months. Here, Clare Bartlett, the Waitrose 1 Brand Manager, reveals her top picks from the new range:

Waitrose 1 Wood Fired Antipasti Charcoal Sourdough Pizza, £4.99/378g
Hand-stretched charcoal sourdough baked in a wood-fired oven, with porchetta, Napoli salami, marinated artichokes and SunSoaked tomatoes.

Waitrose 1 Spinach, Feta and Baby Plum Tomato Quiches, £3.99/340g
This twin pack features quiches with crisp, buttery pastry, filled with hand placed marinated baby plum tomatoes and crumbled feta.

Waitrose 1 Raspberry, Pistachio and Rose Tart £5.99/500ml
Crisp, buttery pastry encases a pistachio frangipane, delicately flavored with rosewater and topped with fresh raspberries.

Waitrose 1 Mild Pea Shoots and Edible Flowers, £1.50/60g
Grown in Lincolnshire, this seasonal bagged salad sees sweet buttery red butterhead lettuce accompanied by sorrel which boasts citrus notes, pea shoots, aromatic coriander and beautiful viola flowers.

Waitrose 1 Cote de Veau, £29.99/kg
Following the popularity of the Waitrose 1 Cote de Boeuf, available soon is a veal alternative. The best of British bone in veal steak is accompanied by a simple sprig of lemon infused thyme, allowing the flavors of the delicate meat to shine.

Clare Bartlett, Waitrose 1 Brand Manager commented, ‘Waitrose 1 has seen the introduction of some great trend led products and it’s been a real hit. From Colombian coffee, beautiful salads to Indian Ocean Dark Chocolate, this range has been developed using some the best ingredients for our customers. We are continuing to bring product innovation to the range with an additional 60 product launches this year.



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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.