News update:Mar 22, 2010

UK: Waitrose sells own brand meats

With the launch of an own brand label, supermarket chain wants to retain recession poor customers.

The new brand is aimed at value and quality for customers.

This is in order to stop customers from choosing of cheaper stores, which is why the retailer has introduced a new ‘essential Waitrose’ range comprising of 1,400 staple grocery products including meat, fish and poultry.

British pork and chicken

The products considered to be: “The quality and welfare standards you would expect from Waitrose - at prices you wouldn’t,” the supermarket has stated that all pork used in the new range will be British and outdoor reared, all chicken British and all eggs free range.


Simple white packaging will be used for the products, similar to other supermarket own-brands.

“Customer research tells us that although we are a destination store for quality products, shopping for our own label essential items hasn’t been as easy as it could be, essential Waitrose effectively combines the quality our customers have come to expect and the reassurance of Waitrose values, together with affordable prices and an easily recognisable brand,” says Mark Price, managing director of Waitrose.

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Natalie Berkhout

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