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Waitrose Beefs Up Essential Range

Published on Mar 5 2013 12:20 PM in Private Label

Waitrose Beefs Up Essential Range

Waitrose has announced that it will add a 'record number' of products to its £1 billion 'essential Waitrose' private label range during 2013. The up-market British retailer has said it will add nearly 400 everyday items to its popular budget own brand.

The 'essential Waitrose' range has been a huge success for the retailer since it was launched in 2009 with 1,400 lines of staple grocery items, and now represents 18 per cent of total sales. It has since grown to 1,800 lines to include homeware items and a total of 700 new or improved products will be added in 2013.

Waitrose said all beef, pork and chicken in its 'essential Waitrose' range is British, all eggs are free range and all bananas are Fairtrade.

Waitrose marketing director, Rupert Thomas, said, “The success of the range has been overwhelming; 79 per cent of shoppers now add an essential Waitrose product to their basket when shopping with us. We will continue to grow the range in existing and new product categories, underlining our promise to offer customers the best value without ever compromising on quality.” (5 March)

© 2013 - ESM: European Supermarket Magazine by Sadhbh Connor

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