Waitrose is celebrating 10 years of its No.1 premium own brand range with the addition of 80 new lines.
The expansion will bring the range to over 840 lines, with the upmarket retailer having seen No.1 sales grow 16.7% over the past year. During that period, 75% of Waitrose shoppers have bought something from the range.
Latest research by Waitrose has found that 62% of its shoppers are swapping restaurant visits for high-end home dining.
It said the majority of customers were looking to optimise their budgets, resulting in growing demand for fakeway-style products that can be enjoyed at home.
With this in mind, the No.1 expansion is focussing on the “Dinner For Tonight” occasion with new artisan ready-to-eat meals, casual comfort menus, and premium pantry upgrades like No.1 Bloody Marie Rose Sauce.
“We are seeing a clear evolution in how people manage their food spend,” said Waitrose director of own brand Maddy Wilson.
“Customers are scaling back on frequent restaurant visits, but they still crave that sense of culinary indulgence. Instead of compromising, shoppers are optimising their budgets by bringing restaurant-quality dining into their own kitchens.
“As we celebrate 10 years since the brand first launched, it’s incredible to see it now bought by more than three-quarters of our food-loving customers.
“Our expanded No.1 range caters directly to this ‘high-low’ dining trend, pairing accessible, lower-cost comfort dishes with high-premium ingredients and regional provenance. Grounded in culinary craftsmanship and higher-welfare sourcing, these 80 new additions allow food lovers to recreate the magic, speed and luxury of a night out.”
The new lines include include Slow Cooked Beef Pappardelle braised in Chianti, Butter Chicken Masala, and a Keralan Inspired Fish Curry.
No comments yet