By Jennifer Faull

Waitrose is following a number of its major rivals with the launch of a substantial own-brand range which will focus on a more premium offering.

Called Waitrose 1, it brings together existing premium ranges including ‘Seriously fromWaitrose’, ‘menu from Waitrose’, and ‘from Waitrose’ under one new brand.

It marks the biggest food range to be launched by Waitrose since essentialWaitrose, now a £1bn brand, seven years ago.

It will initially house over 500 products which will increase to over 800 products with seasonal additions throughout the year.

New lines include a Tanzanian Chocolate Ice cream with Blood Orange Sorbet and Sloe Gin Read full story ›

Source: The Drum