Categories / Retailer News / News / Kitchen Products

Waitrose To Expand Essential Waitrose Range

UK grocer Waitrose has announced it will add a record number of products to its £1bn essential Waitrose range in 2013. Nearly 400 everyday shopping items will be added to the essential Waitrose range this year and products will launch across existing categories and in new areas including further expansion into non-food. In total, 700 essential Waitrose products will be new or improved in 2013.

Essential Waitrose, which represents 18 percent of total sales at Waitrose, launched in March 2009 with 1,400 lines of staple grocery items in meat, fruit and veggies, and milk. The range has since grown to 1,800 lines across most key product categories including homewares products such as plates, wine glasses and saucepans.

The essential Waitrose range continues to meet the high standards of Waitrose quality and care; all beef, pork and chicken is British, all eggs are free range and all bananas are Fairtrade for example. All UK growers which supply essential Waitrose fruit and vegetables are accredited by LEAF (Linking Environment and Farming), which promotes environmentally responsible and sustainable farming by helping farmers produce food with care and to high environmental standards.

Waitrose’s promise to offer the best value and quality to shoppers also includes its Brand Price Match commitment to ensure that branded products are the same price as Tesco, excluding promotions. The grocer also adds promotions to more than 1,000 products each week and offers its myWaitrose members special deals and tailored offers.

Waitrose marketing director, Rupert Thomas, said: “When we launched essential Waitrose four years ago we set out to offer the quality our customers expect from us with the reassurance of Waitrose values at affordable prices. The success of the range has been overwhelming; 79 percent of shoppers now add an essential Waitrose product to their basket when shopping with us. We will continue to grow the range in existing and new product categories, underlining our promise to offer customers the best value without ever compromising on quality.”

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

Recent Articles by Jamie Grill-Goodman

You must login or register in order to post a comment.



Image Galleries

November 2014 New Non-Food Products

This month's new non-food product are bottles and hair care.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB October 2014 cover

October 2014

The October 2014 issue of Private Label Buyer includes new perspectives on produce, as well as category insights on pasta, rice, and potatoes. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px

PLB Marketplace