Unearthed launches dedicated tapas bays in 106 Waitrose stores

Waitrose is this week rolling out dedicated bays containing 40 products from Mediterranean food specialist Unearthed.

The Autumn Bay collection is being launched under a three-month trial in 106 stores and comprises tapas-style lines including chorizo omelette, nocellara olives, an antipasto selection with breadsticks, and king prawns in tomato & chilli.

All products will be available under a 2-for-£5 mix-and-match offer until December.

Twenty-eight of the products are new to the Unearthed range, while the remaining 12 come from its existing line-up.

Among the new lines are some market firsts, including: quinoa houmous with black olive tapenade, and ‘squid-less’ surimi rings made from pollock and whiting.

The Waitrose activity was the biggest ever launch for Unearthed, said Simon Day, who founded the brand in 2008. “It’s unheard of for a brand to launch this number of branded products into a retailer at one time. We would normally launch this amount over a year.”

The roll-out includes the introduction of a Special Reserve premium range that includes prosciutto cotto, jamon Iberico and dry-cured ham Speck Alto Adige PGI.

“It was important to have a bit of tiering so we weren’t holding back what we could launch due to it being at a higher price point,” said Day.

Unearthed retail sales were now about £15m, he added. Unearthed owner Winterbotham Darby also supplies own label.