Waitrose is relaunching its premium No.1 range with nearly 200 new and improved products.
The move will expand the range to over 600 lines and comes at a time when many consumers are shunning restaurants and dining at home to save money.
Over the coming months, Waitrose is introducing more than 130 new products to its No.1 range, including ready meals, dips, pasta & sauces, coffee, desserts, bakery treats, plus meat and fish. In addition, over 40 products have been updated and improved.
New No.1 products include Smoked Salmon, Wagyu Rib Eye Steak, Croissant Cups, British Berry Preserve, and Tomato & Vodka Sauce.
The relaunch includes the introduction of a more premium packaging design, which is distinctly different from the retailer’s core offer, so it stands out on the shelf.
Maddy Wilson, Head of Own Brand & Innovation at Waitrose, said: “Our No.1 range is the ultimate brand for food lovers and we are so excited to be able to introduce some truly innovative new products as part of our relaunch. No.1 offers the very best in quality and taste, and it is the go-to for those who appreciate excellence in every meal.
Martyn Lee, the retailer’s Executive Chef, added: “We’ve scoured the restaurant scene and explored the hottest trends across food and drink to create some incredible products for food lovers to enjoy … We’ve also worked hard on improving some of the products that we know our customers already love, to make them even better!”
Waitrose has unveiled several own brand launches this year, including a range of sauces, pastes and spice blends developed with chef and restaurateur Yotam Ottolenghi, Wildfarmed bread, a collaboration with Tony’s Chocolonely, and the first in-store bakery from Gail’s. Other developments include an AI-inspired summer range, an expansion of its PlantLiving selection, and the launch of its Leckford Loaf, which is made with flour grown using regenerative farming practices.
Last month, Asda launched a new premium own brand tier called ‘Exceptional’, which will eventually cover more than 500 products.
