Essential Waitrose Article 2

Article by: Popshop 11th March 2009

Waitrose has introduced ‘essential’ own label range

This Monday 9th March Waitrose started introducing a new own brand value range in stores across UK. The roll-out of the new product lines will continue until October.

The introduction of a new range called essential Waitrose is set to raise the bar on own label quality standards. The range consists of over 1400 lines comprising of staple grocery items with the quality and welfare standards you would expect from Waitrose – at prices you wouldn’t.

The range spans the majority of Waitrose aisles, from fruit and vegetables to household goods, grocery to meat, fish and poultry. As with all Waitrose own label products, the supermarket hasn’t compromised on quality standards or sourcing integrity. All pork used in essential Waitrose is British and outdoor reared, all chicken is British and eggs are free range; bananas are Fairtrade, and UK fruit and vegetables are LEAF accredited.

essential Waitrose is designed to make shopping for staple groceries easier for customers. The packaging design has a consistent look and feel making it easy for shoppers to navigate ranges throughout the store.

“Customer research tells us that although we are a destination store for quality products, shopping for our own label essential items hasn’t been as easy as it could be.” says Mark Price, Managing Director of Waitrose.

“Waitrose Own Label lines have always been produced to a superior quality and even sold as a stand-alone brand in quality supermarkets throughout the world. 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.”