UK: Waitrose launches private label brand Waitrose 1

UK supermarket chain Waitrose has announced the launch of a new private label brand designed to unite existing premium ranges under one name.

Launched online and in store from April, Waitrose 1 "will offer customers the very best of Waitrose with one simple yet distinctive brand", the company said. The new name will bring together existing premium ranges including Seriously From Waitrose, Menu From Waitrose and From Waitrose and will incorporate new varieties such as Tanzanian Chocolate Ice Cream with Blood Orange Sorbet and Sloe Gin Cured Ham with Blackberry & Damson Glaze alongside existing products.

Commenting on the launch, Waitrose Marketing Director Rupert Thomas said: "Our team of experts have been working with over 70 suppliers for 12 months to pin-point the ingredients and recipes that offer customers uniquely mouth-watering food. Waitrose 1 raises the bar in premium food, giving the assurance to our customers that these products represent the best of the very best".

Source: Waitrose