Waitrose has launched Waitrose 1, its largest own-brand range since Essential Waitrose seven years ago.
It brings together existing premium ranges, Seriously from Waitrose, Menu from Waitrose’ and from Waitrose, under one new brand.
The news comes two weeks after Tesco launched seven value own-label brands to take on the likes of Aldi and Lidl.
Waitrose 1 will initially launch with over 500 products, though that will increase to over 800 with seasonal additions throughout the year. The products will be available in branch and online this month.
Rupert Thomas, marketing director at Waitrose, says: “Our team of experts have been working with over 70 suppliers for 12 months to pin-point the ingredients and recipes.”
New products, including Tanzanian chocolate ice cream with blood orange sorbet, are packaged in off-black boxes and pots with coloured labels.
This ties in with other supermarket premium ranges that are sold in darker shades.
The brand design intends to be “simple yet distinctive”, with photos of the food shunned in favour of sketches of houses, shop fronts and boats.
The Waitrose graphic design and packaging team picked up the Grand Prix at the Design Business Association 2011 Design Effectiveness Awards, for its work on their last own brand Essential Waitrose range.