Waitrose To Relaunch Essential Waitrose Brand

By Dayeeta Das
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Waitrose To Relaunch Essential Waitrose Brand

Upmarket retailer Waitrose & Partners has announced plans to relaunch its private-label brand, Essential Waitrose.

The retailer will add more than 200 new and improved products to the range in various categories including, among others, skincare, yoghurts and frozen ingredients.

The range will offer products that will help customers in choosing healthy and balanced food items.

At least a third of the products in the range will carry a ‘Good Health’ logo which indicates its nutritional benefits, Waitrose added.

Brand manager for Waitrose, Beth Elliot, said, “Our Essential Waitrose range has been created by experts to exhibit the standout quality and value that Essential Waitrose products have to offer."


New Packaging Design

The relaunch will also see the products in a new packaging design that represents the quality and value of the products offered by the range.

Waitrose has also reviewed the range to ensure that the packaging of all store-brand products is in line with its sustainability strategy.

Elliot added, “Supporting our farmers and suppliers remains a key priority and with the new design we hope our customers will be even more drawn to the range and the new products within it.”

The company has pledged to make all its packaging are widely recyclable, reusable or home compostable by 2023.


Packaging manager for Waitrose, Karen Graley said, “For Essential Waitrose, we set ourselves the target of reducing packaging, including single-use plastic by 15%, which we are on track to do by September 2020.

“We are proud of this as it helps us move even closer to eliminate unnecessary plastic and make all own-brand packaging widely recycled, reusable or home-compostable by 2023.”

Other Highlights

The brand relaunch will see the packaging of Essential Olives switch to steel cans from glass jars and the removal of zip seals from all Essential dried fruit bags.

Other changes include fully recyclable packaging for frozen fruit range under the Essential brand and the elimination of plastic dust guard from the opening of Essential tissue boxes.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.

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