Waitrose
Range: Waitrose 1 | Launched: April 2016 | No. of SKUs now: 700+ | How has it evolved? As if Waitrose’s own-label products weren’t premium enough, the retailer launched its Waitrose 1 brand two years ago to “offer customers the very best of Waitrose.” The supermarket labelled the launch “its biggest own-brand range since 2009”, bringing over 500 Waitrose 1 products to its shelves including Blood Orange Sorbet and Sloe Gin Cured Ham. In the space of two years, it has increased to over 700, including the first own-brand compostable coffee pod from a major retailer, on its way in December.