Waitrose relaunches premium No.1 range
Waitrose is relaunching its No.1 range with the addition of nearly 200 new and improved products.
The move means that the supermarket will have over 600 products in the premium range, with nearly a third being new or updated.
Over the coming months, Waitrose will be introducing more than 130 new items including ready meals, dips, pasta and sauces, coffee, desserts and bakery treats, as well as meat and fish products. A range of new wines and spirits will also be added.
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.”
New products include items such as Heather Honey Smoked Salmon, Wagyu Rib Eye Steak, Best of British Berry Preserve and Tomato & Vodka Sauce. In addition, over 40 products have been updated and improved.
Martyn Lee, executive chef at Waitrose, said: “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, including Keralan-inspired Fish Curry, Truffle Houmous and a delicious Blonde Cream Liqueur.
“We’ve also worked hard on improving some of the products that we know our customers already love, to make them even better.”
The No.1 range has also had a packaging update to give it a more premium feel so it stands out on the shelves.
Earlier this year, Waitrose launched a range of sauces, pastes and spice blends from Ottolenghi and its first Gail’s in-store bakery.
