Waitrose has launched its largest sub-brand range of products since the Essential range, dubbed Love Life.
The 270-strong range of “nutritionally balanced” products will reach stores on 30 June.
Love Life was introduced to meet demand from Waitrose customers to boost wholefood ingredients and avoid saturated fats in their diets, the supermarket said.
“We’re well aware most of us eat too much saturated fat, salt and sugar but we rarely hear about the important nutrients that we’re not getting enough of,” said Waitrose nutritionist Dr Joanne Lunn.
“Variety is key to getting the balance right. Many of us get stuck in a food rut, eating similar types of food for breakfast, lunch and dinner. We need over 40 different kinds of vitamins and minerals every day for good health and no single food provides the correct mix of the important nutrients.”
The launch of Love Life will be accompanied by a quarterly magazine, recipe cards and content on Waitrose.com.
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