The supermarket is beefing up the offering with a focus on pastry, continental meat, antipasti and salads. The new lines include British charcuterie from Capreolus, Pished Fish gin and tonic smoked salmon, and Drinks Biscuits savoury biscuits.
The new own-label products include an array of No. 1 lines, such as jumbo Amfissa olives, pork and apple sausage rolls, Italian spicy Calabrian spianata, as well as Spanish snacking chorizo and fuet salami.
“We know our customers love visiting the deli counters and we want to introduce innovative and carefully curated products in time for the peak summer season,” said Waitrose product developer Simona Cohen-Vida-Welsh.
“The new products are unique and will add a splash of colour and an artisanal, rustic feel to our deli counters.”
Earlier this week, The Grocer reported that Waitrose was to become the first major supermarket to stock branded British charcuterie with its Capreolus partnership. The brand’s director David Richards said the tie-up had been made possible due to Brexit, which helped British smaller producers.
As part of the new launch, Waitrose will be “revamping and modernising the look and feel of counters” in 33 of its stores.
Additionally, it is offering 20% off on counters for all myWaitrose customers until 31 August.