Waitrose has extended its Love Life own-label range with ‘You Count’ products prominently displaying the number of calories contained in each item.

The range extension, which went into stores this week, consists of 64 products for breakfast, lunch, dinner and snacking.

The stated aim of You Count is to help people cut their calorie consumption. As part of the launch, Waitrose has posted meal plans online and in the supermarket’s Love Life magazine to help consumers stick to a daily target of just 1,500 calories.

“The range makes it really easy for you to keep track of the number of calories you are eating each day,” said Waitrose nutritionist Joanne Lunn.

The products, ranging from cereal bars to macaroni cheese, went on sale this week with introductory reductions of 20% to 25%.