Waitrose has announced a significant expansion of its premium No.1 range, which builds on the relaunch of the own brand in September 2024.
The upmarket supermarket is expanding the range by over 10%, adding 80 new products designed to “inspire and delight customers” by tapping into the latest food trends.
Maddy Wilson, Director of Own Brand at Waitrose, said: “Our No.1 range is the ultimate brand for food lovers, and we are so excited to keep customers’ appetites for new products met with even more truly innovative food & drink, launching as part of our autumn refresh. Waitrose No.1 offers the very best in quality and taste, and it is the go-to for those who appreciate excellence in every meal.”
Since the brand’s overhaul, which included a new packaging design, sales of the No.1 range have jumped 26% during the last year. Items such as Red Choice Vine Tomatoes, Scottish Prime Salmon Fillet, and Speciality British Strawberries have been the top three selling products.
To mark the latest expansion, Waitrose has teamed up with pop icon Chesney Hawkes and hit DJ Sigala to record a new take on his 90s hit single, ‘The One and Only.’ The music video shows the 90s icon spotlit in the Waitrose aisles as he performs the brand-new remix.
Nathan Ansell, Chief Customer Officer at Waitrose, said: “Our range is the one and only premium range out there for food lovers, and it’s great that Chesney agrees with us. After the successful remix of S Club’s You’re My No.1 last year, there was nobody we’d rather work with for the expansion of our Waitrose No.1 range than pop icon Chesney Hawkes. We hope our customers enjoy this fun twist on his renowned anthem, ‘The One and Only’.”
New lines in the No.1 range include Italian Pistachio Meringata, Wagyu Beef Cottage Pie, British Free Range 4 Cheddar & Apple Sausages, Kaltbach Creamy, and 30 Hour Hickory Smoked Salmon.
Waitrose has added a selection of new wines to the No.1 range, including De Grendel Sauvignon Blanc, Primitivo di Manduria Ris, and Gavi del Comune di Gavi.
Spanning across all categories, Waitrose will offer 171 No.1 products for the Christmas season, which is an 108% increase on last year (89 more products).
NAM Implications:
- Of all the movements from brands to own label in retail…
- …switching to premium own label predominates.
- Therefore, it is logical for Waitrose to play to this strength.
- However, neither branded suppliers nor retail rivals can be expected to sit on their hands…
