Waitrose will open its first smaller format convenience stores in Cambridge on Thursday.
The store, on Fitzroy Street, is designed to give customers everything they need for breakfast, food on the go, and evening meals.
Its offer includes warm bread, baguettes made in store, alongside salads, fresh fruit and deli products.
The store will also carry products for scratch cooking, and prepared meals such as its Menu From range.
In the store there will also be tear-off recipe sheets and on-shelf recommendations for serving suggestions.
Waitrose will also launch its first branded YouTube channel on Thursday. The site will feature interactive video content including recipes, tips and short films. It is aimed at broadening the reach of the retailer’s Delia Smith and Heston Blumenthal partnership. The channel will be hosted at www.youtube.com/waitrose, and was created by agency Kitcatt Nohr Alexander Shaw.