A new brand of prepared lettuce that lasts longer than the standard product has launched in Waitrose.

Lasting Leaf lettuce is blanched before packing, sealing the cut surfaces and preventing oxygen getting in. The method prevents 'pinking' of the cut leaves and means Lasting Leaf lasts for two days longer than standard cut lettuce.

Lasting Leaf offered convenience and value for money at the same time as cutting waste, Waitrose claimed. "As its leaves stay crisper and retain their natural colour longer, customers have more time to use each bag," said buyer Rhonwen Cunningham.

Consumer research by brand owner Natures Way Foods had found in-home shelf life was a barrier to buying bagged salads.

"We've created a range that answers a genuine need while having the potential to change consumer attitudes," said marketing head Sarah Baldock.