Waitrose Grocer Gold (2)

Source: The Grocer

Waitrose’s head of product innovation & own brand Emma Beale (left) and brand manager Olivia Basten

Winner: The Levantine Table - Waitrose & Partners

Cauliflower with zaatar, slow-cooked shawarma lamb and baharat-spiced courgettes with feta cheese. These are just some of the 108 food and drink products to feature in Waitrose’s Levantine Table range, launched in April 2021.

And that’s not all. The range also includes 16 non-food products, such as bowls and serving platters, in a first-of-its-kind collaboration between Waitrose and John Lewis.

The aim was to cater for the growing interest in Middle Eastern cuisine and create a genuine point of difference against Waitrose’s rivals.

The results speak for themselves. One in 10 Waitrose customers have bought into the Levantine table range, which delivered over £20m in sales in its first year.

Plus, it’s attracting new shoppers into stores: 18% of those who bought Levantine products were new to Waitrose.


  • Barista Bar - Henderson Foodservice
  • Duchy Organic - Waitrose & Partners
  • Nourish - Wm Morrison Supermarkets
  • Percy Pig - M&S
  • Tesco Finest - Tesco


Grocer Gold Awards 2022: the winners