Waitrose will launch a sub-brand called Waitrose LOVE Life on June 30.

The range, comprising of 270 products, is based on nutritionally balanced foods. It comes after customer demand for “a wider range of wholefood ingredients”.

Waitrose LOVE Life is designed to complement other ranges. The logo will be used on products and ingredients across the retailer’s entire product range to highlight nutritional benefits.

It is the retailer’s largest launch since Essential Waitrose.