Waitrose 1 brand launched to cater to premium food lovers

So, should you be of the opinion that Tesco’s Finest and other iterations from rival supermarkets aren’t up to scratch for your treasured taste buds, Waitrose wants your custom.

The 1 range will rollout across stores and online throughout April. Waitrose says the idea is to provide “one simple yet distinctive brand for its premium food”.

One entrepreneur who knows about the joys of dining is Charlie Bigham, founder of high-end ready meal maker Charlie Bigham’s.

“We make delicious food. I set up the business because I strongly believe food is one of life’s great pleasures. In the UK, we’re not in danger of starvation and we want to provide the opportunity to sit down and share a meal with other people,” Bigham explained to Real Business.

Launching 1 will bring together existing first-class foodstuffs from ranges such as Seriously from Waitrose, menu from Waitrose and from Waitrose.

More than 500 products will get the Waitrose 1 branding to begin with, though the number is set to rise to more than 800 products throughout the year as additions will be made seasonally.

Existing popular dishes will remain, but shoppers of high-end foods can also expect to sink their teeth into new goods including Tanzanian chocolate ice cream with blood orange sorbet, as well as sloe gin cured ham with blackberry & damson glaze.

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Rupert Thomas, marketing director, Waitrose, said: “Our team of experts have been working with over 70 suppliers for 12 months to pin-point the ingredients and recipes that offer customers uniquely mouth-watering food.

“Waitrose 1 raises the bar in premium food, giving the assurance to our customers that these products represent the best of the very best.”

The firm is hopeful Waitrose 1 can repeat the success of essential Waitrose, which has grown into a £1bn brand since launching seven years ago.

On the subject of food and luxury, Great British Bake Off’s Paul Hollywood listed his Kent-based home on the market for £795,000, offering the chance for a new owner to whip up culinary delights in the celebrity chef’s kitchen.

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