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Private Label

Waitrose Launches Premium Range in India and China

UK retailer Waitrose has announced that it plans to export its premium private label range, Waitrose 1, to India and China.

The retailer has been exporting the range to over 30 territories since it was launched last year, including Hong Kong, Thailand, Singapore, and the UAE.

"Waitrose 1 has quickly become one of our most in demand ranges, with its quality and provenance really appealing to the international market," said Daniel Armstrong, business manager at Waitrose International.

"We expect it to only continue gathering momentum, especially in both India and China where our products are establishing a growing reputation.”

International Trends

Customers in China will be able to purchase Waitrose 1 chocolates and shortbread, while tea, coffee, pasta and olives will be available to shopper in India. More products are expected to be sold in these markets in the future.

Biscuits and coffee are the retailer's best sellers abroad, but Waitrose is now also exporting British classics, such as cheese, sausages, and steak pies.

Waitrose first began exporting to China in April 2016, following an agreement with online retailer Alibaba Group.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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