Waitrose Rolls Out New Private Label Range

Waitrose has announced the launch of a new own brand range, the first since it launched its Essential brand in 2009.

The upmarket UK retailer introduced the Waitrose 1 brand with 500 products, which will increase to 800 with seasonal additions throughout the year.

The new brand will replace existing private label ranges, 'Seriously from Waitrose', ‘Menu from Waitrose’, and ‘from Waitrose’, to consolidate its premium foods under one name.

Introducing the new range, Rupert Thomas, marketing director for Waitrose said, “Our team of experts have been working with over 70 suppliers for 12 months to pin-point the ingredients and recipes that offer customers uniquely mouth-watering food.

"Waitrose 1 raises the bar in premium food, giving the assurance to our customers that these products represent the best of the very best.”