Waitrose will launch a new premium brand, bringing together its existing luxury ranges under one label and developing hundreds of new products.
The brand, Waitrose 1, will be available online and in store from this month. The retailer is focusing on 500 products initially, but will introduce another 300 over the coming year.
Waitrose 1 will encompass existing premium ranges, “Seriously from Waitrose”, “menu from Waitrose” and “from Waitrose”, bringing all three under one banner.
It will also add hundreds of new lines such as Tanzanian Chocolate Ice Cream with Blood Orange Sorbet and Sloe Gin Cured Ham with Blackberry & Damson Glaze.
Waitrose 1 is the supermarket’s biggest food range since Essential Waitrose, now a £1bn brand, was introduced seven years ago.
Waitrose marketing director Rupert Thomas said: “Our team of experts have been working with over 70 suppliers for 12 months to pin-point the ingredients and recipes that offer customers uniquely mouth-watering food. Waitrose 1 raises the bar in premium food, giving the assurance to our customers that these products represent the best of the very best.”