Waitrose is adding 80 new products to its No.1 premium own label range as it looks to capitalise on the growing dining-in trend.
The supermarket said the move meant a more than 10% increase in the size of the range, which has seen a 26% growth in sales since it was relaunched in June 2024.
The new additions include No.1 Italian pistachio meringata, which is a semifreddo dessert made in Italy, No.1 wagyu beef cottage pie and No.1 British free-range cheddar & apple sausages.
Waitrose has also added a selection of new wines to the range including the No.1 De Grendel Sauvignon Blanc from Cape Town, Waitrose No.1 Primitivo di Manduria Ris from Puglia and Waitrose No.1 Gavi del Comune di Gavi from Piedmont.
“Our No.1 range is the ultimate brand for food lovers, and we are so excited to keep customers’ appetites for new products met with even more truly innovative food & drink, launching as part of our autumn refresh,” said Waitrose director of own brand Maddy Wilson. “Waitrose No.1 offers the very best in quality and taste, and it is the go-to for those who appreciate excellence in every meal.
“The trend for dining in over eating out shows no sign of slowing, and we are increasingly seeing that customers are keen to elevate their experience. From a midweek date night to hosting a weekend gathering of family and friends, customers aren’t holding back on treating themselves or their guests.
“No longer seen as a lesser option, restaurant-quality food at supermarket-prices is a huge growth category for Waitrose. We’re investing in an expanded range of the finest ingredients as well as cook at home solutions to meet the demand.”
The current bestselling lines in the range are the No.1 red choice vine tomatoes, No.1 Scottish prime salmon fillet and No.1 speciality British strawberries.
Marking the range expansion Waitrose has teamed up with pop star Chesney Hawkes and DJ Sigala to record a new take on his 1991 hit single, The One and Only. A new video shows Hawkes performing the new song in a Waitrose store with Waitrose partners as backing singers, as well as enjoying products from the range at a dinner party.
Waitrose chief customer officer Nathan Ansell said: “Our range is the one and only premium range out there for food lovers and it’s great that Chesney agrees with us. After the successful remix of S Club’s You’re My No.1 last year, there was nobody we’d rather work with for the expansion of our Waitrose No.1 range than pop icon Chesney Hawkes. We hope our customers enjoy this fun twist on his renowned anthem, The One and Only.”
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