The Waitrose Organic range marks the first time the products have been brought together under clearly branded packaging. The aim of the relaunch, said a spokeswoman, was to differentiate it from non-organic ranges and highlight that shoppers were able to do their whole shop - from preserves to pet food - organically at Waitrose.
The 365-line range, which comprises 1,500 products, will include new items such as frozen pizzas and pizza bases, as well as more herbs and spices.
"Our new organic range has been part of a longterm strategy to improve and enhance our consumer choice," said the spokeswoman. "It signals our commitment to continue to grow in this market in the long term. The more distinctive packaging will make the products easier to spot."
The range will be promoted during Organic Fortnight, which starts on 2 September, through advertising, Waitrose Food Illustrated magazine and in-store recipe cards.
When Waitrose first introduced organic products in 1983, they made up 1% of fruit and vegetable sales. Now the company claims that figure has risen to 12%"