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Food Heroes Selling Well For Waitrose

Published on Aug 2 2012 10:44 AM in Private Label

Food Heroes Selling Well For Waitrose

"Discover and taste hidden gems", is the invitation Waitrose is extending to its customers through its Food Heroes own label range of European cheeses and continental meats.

The range, crafted by passionate producers was launched earlier this year, includes two Spanish, three Swiss, eight Italian, 13 British and 15 French cheeses and is clocking up great sales in the premium cheese sector.

Yesterday (1 Aug), the British retailer launched a vegetarian 'oyster leaf'. The leaf was apparently a favourite of famed chef Ferran Adria at his former restuarant, El Bulli.

Waitrose is generally seen as up-market and more expensive than its competitors but recently announced, "Our prices on branded grocery products are now identical to Tesco's". (2 Aug)

© 2012 ESM European Supermarket Magazine

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