Waitrose Redesigns and Relaunches No.1

The No.1 range will see the launch of over 200 new lines from Limited Edition Wood-Fired ‘Nduja & Burrata Sourdough Pizza to Coconut, Passion Fruit and White Chocolate Layer Cakes, all of which will have a fresh and contemporary packaging design.

The No. 1 range has been developed with specialist suppliers to ensure that the finest ingredients are used, with a focus on taste, to allow customers to enjoy premium quality food at home. For the first time, the range will also include a variety of wines, ciders and spirits and a top tier range of horticulture.

Waitrose & Partners No.1  follows the retailer’s rebrand to Waitrose & Partners last year which emphasizes its Partnership business model.

Head of Design for Waitrose & Partners, Ashleigh Vinall

Head of Design for Waitrose & Partners, Ashleigh Vinall, says: “Waitrose & Partners No.1 has been created by passionate experts to exhibit the exceptional products that Waitrose & Partners has to offer.  We are offering our customers products that are distinctly different from our core offering which is reflected in the new design which will stand out on the shelf.”

The packaging redesign has been created to ensure a premium feel and to reflect the high quality of the products in the range.  In some instances, gold foil has been used to further define the premium feel of Waitrose & Partners No.1, whilst still ensuring that the packaging is widely recyclable.

Some products within the range have also moved to new packaging to meet with the retailer’s strategy of making all private brand packaging widely recyclable, reusable or home compostable by 2023. This contributes to the retailer’s commitment to remove and reduce unnecessary plastic and packaging where possible.

One of the changes that have been made within the Waitrose & Partners No.1 range is that all of the orchids have moved from plastic to cardboard boxes, allowing for six tonnes of plastic to be saved every year. A further change is that all grapes from the range will change from plastic to cardboard trays, meaning that a further 16 tonnes of plastic can be saved each year. Similarly, Waitrose & Partners No.1 Red Choice Tomatoes will also move from plastic to cardboard trays, saving a further 25 tonnes of plastic each year.

Packaging Manager for Waitrose & Partners, Karen Graley, says: “We are committed to reducing the amount of plastic that we use for our products. All of our No.1 range ready meals have been removed from black plastic and will move into 100% recyclable gold foil trays. We are really proud of this as it helps us move even closer to all of our own brand products being out of  black plastic by the end of the year.”

Highlights from the range:

  • Waitrose & Partners No.1 Mexican Yucatan Honey – £2.99 (250g)
    This exclusive honey is made by bees that forage on the Yucatan Peninsula, creating a rich fruity flavor with smoky notes.
  • Waitrose & Partners No.1 Cut Comb in Acacia Honey – £6.99 (250g)
    The natural cut comb slice is cut straight from the frame and placed into the jar by hand, where it is immersed in sweet delicate Acacia honey.
  • Waitrose & Partners No.1 Whole Perigord Walnut Saucisson Sec – £5.00 (180g)
    This saucisson sec is made in the Aveyron region, in southwest France. A medium-coarse French salami with pieces of Perigord Walnuts grown in the Dordogne region. Produced by a family-run business where the recipes and traditions have been passed down the generations.
  • Waitrose & Partners No.1 Whole Summer Truffle Saucisson Sec – £5.00 (180g)
    This saucisson is made with quality pork and pieces of summer truffle that infuse the meat with a subtle truffle flavor and matured in a natural casing, which helps to bring out the rich, meaty flavour.
  • Waitrose & Partners No.1 Venison Cutlets with Indian Spices with Mango & Turmeric Yoghurt – £39.99/kg
    A naturally lean, tender venison, seasoned with tamarind, ginger, cumin and coriander and served with spiced yogurt.
  • Waitrose & Partners No.1 Limited Edition Wood-Fired ‘Nduja & Burrata Sourdough Pizza – £6.00  (482g)
    A hand-stretched, 48-hour sourdough base made with premium pizzeria flour, baked in a wood-fired oven with tomato sauce using ripe Italian tomatoes from Emilia-Romagna, extra virgin olive oil and basil. The pizza is then topped with shaved mozzarella cheese, spicy ‘Nduja, creamy burrata, chargrilled red peppers and finished with fresh parsley.
  • Waitrose & Partners No.1 Limited Edition Wood-Fired Mushroom & Truffle Sourdough Pizza – £6.00 (438g)
    A crisp, hand-stretched base with 48-hour fermented sourdough, baked in a wood-fired oven, with a salsa truffina béchamel sauce, roasted portobello and chestnut mushrooms, creamy mascarpone, and fresh parsley.
  • Waitrose & Partners No.1 Coconut, Passion Fruit and White Chocolate Layer Cakes – £4 (2s/85g)
    A tropical coconut and passion fruit dessert with layers of coconut mousse, white chocolate, passion fruit jelly, crispy almonds, and almond sponge.
  • Waitrose & Partners No.1 Single Origin Dominican Republic Milk Chocolate with Coconut and Lime  – £2 (100g)
    Made with cocoa beans sourced from the Dominican Republic, this carefully selected chocolate has been expertly matched with distinctive ingredients.  Rich cocoa notes with fragrant lime and coconut pieces.
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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.