Supermarket chain Waitrose has launched a cheaper range of own brand products.
The range – named Essential Waitrose – is made up of more than 1,400 lines of staple groceries including fruit and vegetables, household goods and meat, fish and poultry.
Waitrose was voted as the top high street shop by Which? members in our recent survey of stores.
Waitrose own label products
Waitrose said Essential Waitrose is made up of 200 new lines and existing Waitrose products. Around 450 of the existing goods will be reduced in price.
Products will have a consistent packaging design so shoppers can identify the Essential Waitrose range.
The launch of Essential Waitrose began yesterday, and will continue until October 2009 across 98 grocery categories.
Waitrose said that the Essential Waitrose range ‘hasn’t compromised on quality standards or sourcing integrity’. Bananas in the Essential Waitrose range will be Fairtrade, eggs will be free range and chicken will be British.
The range is set to compete with the already comprehensive own label ranges in Waitrose's 'big four' rivals - Asda, Morrisons, Sainsbury's and Tesco.
Waitrose managing director Mark Price said; ‘Essential Waitrose effectively combines the quality our customers have come to expect and the reassurance of Waitrose values, together with affordable prices and an easily recognisable brand.’