Waitrose & Partners Doubles Free From Private Brand

As gluten-free and lactose-free foods continue to carve out space for themselves in the food industry, the retailer is relaunching its private brand ‘Free From’ range with new products, new packaging, and new tastes. The exclusive range will be the first to feature the striking new Waitrose & Partners packaging and includes a major revamp in style.

Product Highlights:

Waitrose & Partners Free From Gluten-Free Sourdough – This loaf has been made with teff flour for a richer flavor

Waitrose & Partners Free From Gluten Free Porridge Oats with Dates and Cacao Nibs – A delicious breakfast treat with gluten free porridge oats flavored with dates and cacao nibs as a sweet addition

Waitrose & Partners Free From Lactose-Free Range – Including Halloumi, Mozzarella, Feta and yogurt

Gluten-free is one of the fasting growing categories in the supermarket industry. Demand comes from both shoppers with gluten and dairy allergies – which affect 1 in 3 households in the UK – and people looking for ‘Free From’ products as a lifestyle choice. The latter make up 22% of shoppers in the ‘free from’ aisle.

Alongside the gluten free range is the supermarkets first private brand lactose-free range of cheese and yogurt. The range of three kinds of cheese and natural yogurt have carefully had the lactose removed without compromising on flavor.

Waitrose & Partners Free From buyer Kate Rider says, “As the Free From category continues to grow from strength to strength we know our customers are highly engaged with the products available and often look to us to lead the way on innovation. The launch of our new Waitrose & Partners range will offer customers a market-leading selection of products and we hope the newly developed range offers more choice to those looking for delicious tasting Free From alternatives.”

The exclusive range will create a more varied and fulfilled range Waitrose shoppers be they celiacs or health conscious or simply prefer gluten-free products.

The new Waitrose & Partners Free From collection will include:

Bakery:

  • Waitrose & Partners Free From Gluten-Free Sourdough
  • Waitrose & Partners Free From Gluten-Free Sliced Seeded Cob
  • Waitrose & Partners Free From Gluten-Free 4 Soft White Rolls
  • Waitrose & Partners Free From Gluten-Free 4 Seeded Rolls
  • Waitrose & Partners Free From Gluten-Free 4 Sliced Seeded Sandwich Thins
  • Waitrose & Partners Free From Gluten-Free 4 Fruited Tea Cakes
  • Waitrose & Partners Free From Gluten-Free Pumpkin Seed & Kale Toasts
  • Waitrose & Partners Free From Gluten-Free Date & Walnut Toasts

Breakfast:

  • Waitrose & Partners Free From Gluten-Free Porridge Oats with added seeds & Quinoa
  • Waitrose & Partners Free From Gluten-Free Porridge Oats with Dates and Cacao Nibs
  • Waitrose & Partners Free From Gluten-Free Puffed Rice Cereal

Sweet Treats:

  • Waitrose & Partners Free From Gluten-Free 5 Millionaires Shortbreads
  • Waitrose & Partners Free From Gluten-Free 9 Chocolate & Hazelnut Mini Cup Cakes
  • Waitrose & Partners Free From Gluten-Free 9 Caramel Flavor Mini Cupcakes
  • Waitrose & Partners Free From Made Without Milk & Gluten Free 5 Chocolate Slices
  • Waitrose & Partners Free From Gluten-Free 5 All Butter Flapjacks
  • Waitrose & Partners Free From Gluten-Free 4 Fruit, Nut & Seed Granola Squares

Lactose-Free:

  • Waitrose & Partners Free From Lactose-Free Cypriot Halloumi
  • Waitrose & Partners Free From Lactose-Free Italian Mozzarella
  • Waitrose & Partners Free From Lactose-Free Greek Feta
  • Waitrose & Partners Free From Lactose-Free Style Natural Yogurt
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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.