Waitrose is set to launch a new fascia for its convenience stores called Waitrose Local, The Grocer can reveal.

The supermarket chain has trademarked the term under eight categories, including class 35, which covers retail fascias. It recently confirmed in its in-house magazine that it was set to create a sub-brand for its growing ­convenience ­estate.

Waitrose, which is planning to open 300 ­c-stores over the next 10 years, is also understood to be at the final stages of ­negotiation on a number of sites.

It currently has six ­convenience stores and is looking for more sites ­between 3,000 sq ft and 7,000 sq ft.

It revealed this week that its next convenience store would open in Hornchurch, Essex, in November.

Meanwhile, TV chef Heston Blumenthal is back on TV screens next week to promote Waitrose's Duchy Originals range. The ads follow Waitrose's signing of an exclusive licensing deal with Duchy Originals in March.

The supermarket has since rebranded the range 'Duchy Originals from Waitrose' and started rolling out new products earlier this month. A further 200 lines will also be added to the range during September and October.