11 April 2016 - Janet Bird
Upmarket grocer Waitrose is to launch a premium own brand range - Waitrose 1.
The new brand will bring together the retailer's existing premium ranges 'Seriously from Waitrose', 'Menu from Waitrose' and 'from Waitrose'. While many popular products already offered through these ranges will remain, hundreds of new lines will be added.
Launching initially with over 500 products, but set to increase to around 800 items with seasonal additions throughout the year, Waitrose 1 will be available in stores and online from April.
Waitrose 1 is the biggest range to be launched by the retailer since the debut of 'Essential Waitrose' seven years ago. It is now a £1bn brand.