Waitrose launches No.1 range

New range allows customers to enjoy premium quality food at home.

Waitrose & Partners has launched a new range of products to allow customers to enjoy premium quality food at home.

The No.1 range sees the launch of over 200 new lines from limited edition Wood-Fired ‘Nduja & Burrata Sourdough Pizza to Coconut, Passion Fruit and White Chocolate Layer Cakes, all of which have a fresh and contemporary packaging design.

The No.1 range has been developed with specialist suppliers to ensure that the finest ingredients are used, with a focus on taste. For the first time, the range also includes a variety of wines, ciders and spirits and a top tier range of horticulture.

Waitrose & Partners No.1 follows the retailer’s rebrand to Waitrose & Partners last year which emphasises its Partnership business model.

Head of Design for Waitrose & Partners, Ashleigh Vinall, said: “Waitrose & Partners No.1 has been created by passionate experts to exhibit the exceptional products that Waitrose & Partners has to offer.

“We are offering our customers products that are distinctly different from our core offering which is reflected in the new design which will stand out on the shelf.”

The packaging redesign has been created to ensure a premium feel and to reflect the high quality of the products in the range.

In some instances, gold foil has been used to further define the premium feel of Waitrose & Partners No.1, whilst still ensuring that the packaging is widely recyclable.

Some products within the range have also moved to new packaging to meet with the retailer’s strategy of making all own-brand packaging widely recyclable, reusable or home compostable by 2023.

This contributes to the retailer’s commitment to remove and reduce unnecessary plastic and packaging where possible.

Packaging Manager Karen Graley said: “We are committed to reducing the amount of plastic that we use for our products.”

Visit your local branch of Waitrose at Oakgrove, Milton Keynes. Opening hours: Monday to Saturday 7am-10pm, Sunday 11am-5pm

This feature was published in the November 2019 issue of Celebrate:MK lifestyle magazine. Read the full magazine above or by clicking on this link.

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