Waitrose has overhauled its premium No.1 own label range with redesigned packaging and the launch of over one hundred new lines.
Now called ‘Waitrose & Partners No.1’ following the retailer’s rebranding last year, the range has been further developed with suppliers to ensure that the “finest ingredients are used, with a focus on taste, to allow customers to enjoy premium quality food at home”.
The range will have over 150 brand new products with a further 80 being updated and improved. The total range will feature over 740 products across all categories.
New lines include wood-fired Nduja & Burrata Sourdough Pizza, Coconut, Passion Fruit & White Chocolate Layer Cakes, and Mexican Yucatan Honey.
For the first time, the range will also include a variety of wines, ciders and spirits.
Head of Design for Waitrose & Partners, Ashleigh Vinall, said: “Waitrose & Partners No.1 has been created by passionate experts to exhibit the exceptional products that Waitrose & Partners has to offer. We are offering our customers products that are distinctly different from our core offering which is reflected in the new design which will stand out on the shelf.”
Waitrose stated that the packaging redesign was aimed at ensuring a premium feel and reflected the high quality of the products in the range. Some products have also moved to new packaging to meet with the retailer’s strategy of making all own label packaging widely recyclable, reusable or home compostable by 2023. This includes replacing plastic trays with cardboard alternatives on items such as grapes and tomatoes.
Packaging Manager for Waitrose & Partners, Karen Graley, commented: “We are committed to reducing the amount of plastic that we use for our products. All of our No.1 range ready meals have been removed from black plastic and will move into 100% recyclable gold foil trays. We are really proud of this as it helps us move even closer to all of our own brand products being out of black plastic by the end of the year.”
Following a period of lacklustre trading, Waitrose has been pushing through a major range review aimed at removing product duplication, whilst focusing on own label and exclusive items to help it differentiate itself from rivals.
NAM Implications:
- A way of testing core Waitrose traffic appetite for quality…
- …and willingness to pay…
- Meanwhile, an opportunity to implement more of its sustainable packaging policy.
