Waitrose launches ‘value’ food range

Waitrose is revamping its range of own-label value products selling them under a new ‘essential Waitrose’ brand.

The new range will span the majority of Waitrose aisles, from fruit and vegetables to household goods, grocery to meat, fish and poultry.

“Customer research tells us that although we are a destination store for quality products, shopping for our own label essential items hasn’t been as easy as it could be.” said Mark Price, managing director of Waitrose.

“Waitrose Own Label lines have always been produced to a superior quality and even sold as a stand-alone brand in quality supermarkets throughout the world. essential Waitrose effectively combines the quality our customers have come to expect and the reassurance of Waitrose values, together with affordable prices and an easily recognisable brand.”

The retailer says that all pork and chicken used in the range will be British and UK fruit and vegetables will be LEAF accredited.

The range will be made up of 200 new lines as well as existing Waitrose products, 450 of which will be reduced in price.