Waitrose Ramps Up Product Innovation For Summer


This summer, UK retailer Waitrose & Partners will launch over 145 private brand products into its seasonal Scrumptious Summer food and drink selection. 

The range will welcome over 70 new additions, 17 existing products will be given a revamp with improved recipes, and customer favorites from summer 2019 will make a return to form this year’s summer offer.


Scrumptious Summer focuses on innovative dishes, featuring nostalgic flavors and classic recipes that are given a modern twist. New arrivals include Blueberry Crumble Ice Cream, Cherry Bakewell Yum Yums, Bacon & Egg Bites, and Ginger Beer Spatchcock Chicken.

Following the popularity of the cheese raclette and heater at Christmas, the supermarket will be introducing a chili raclette cheese to its service counters – ideal for no-fuss summer dining and great for celebrations when lockdown lifts.

Beth Elliot, Brand Manager at Waitrose & Partners, says “This summer, more than ever, we know our customers will be spending more time at home, in their gardens or outdoor spaces, enjoying the sunshine. Summer dining is a fast-growing area for us and we know our customers want to shop in more convenient and quicker ways right now.

“We’ve reflected this by creating a range of ready to eat food and quick to prepare dishes which are tasty, exciting, foodie and fun – making them the perfect options for carpet picnics and barbecues. By putting all our summer products in an eye-catching, bright design, it helps our customers to shop quickly for food and drink and the innovative dishes and playful combinations showcase the very best flavours to brighten up summer with.” 

The Scrumptious Summer range launches this week throughout the summer on Waitrose.com and in Waitrose & Partners shops. 

Product highlights include

  • Waitrose Scrumptious Summer Cherry Bakewell Yum Yums (launching late summer)
  • Waitrose Scrumptious Summer Rose, Lemon & Sherbet Cupcakes
  • Waitrose Scrumptious Summer Blueberry Crumble Ice Cream
  • Waitrose Scrumptious Summer Ham Hock & Piccalilli Bites (launching late summer)
  • Waitrose Scrumptious Summer Bacon & Egg Bites (launching late summer)
  • Waitrose Scrumptious Summer Vegan Creamy Stuffed Peppers
  • Waitrose Scrumptious Summer Coronation Chicken Flatbreads
  • Waitrose Scrumptious Summer Cheese, Pickle & Tomato Quiche
  • Waitrose Scrumptious Summer Pork & \’Nduja Sausage Whorl
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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.