Waitrose: As Good as Going Out

The own label category this year saw a record number of entries. However, Waitrose&'s As Good as Going Out pips Asda&'s Great Stuff kids&' range, Bestway&'s Best-in, Sainsbury&'s So Organic and Tesco Value Electricals to take gold. The range, relaunched in February 2005, is positioned perfectly for the Waitrose brand. It aims to offer restaurant-style fine dining experiences and the packaging has strong appeal. The judges liked the emphasis on seasonality, menu cards and suggestions for complementary dishes and wines.