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Waitrose launches new LOVE Life range

Waitrose will launch its LOVE Life range of nutritionally balanced foods later this month. The new range is the grocer’s largest sub-brand launch since essential Waitrose and includes over 270 products.

GENERAL MERCHANDISE

Waitrose launches new LOVE Life range

The grocer said the range is designed to complement the staple grocery items in essential Waitrose and the more indulgent products from Duchy, Heston and Menu From Waitrose ranges. It also  answers a demand from over half of Waitrose customers to help them include a wider range of wholefood ingredients and avoid saturated fats in their diets, Waitrose said.

The launch will be supported with a quarterly magazine, recipe cards and a dedicated section on Waitrose.com, which will encourage MyWaitrose members to share recipes and tips. The Waitrose LOVE Life logo will start to be used throughout the Waitrose entire offer to highlight the nutritional benefits of products to customers. The packaging design will incorporate vibrant primary colours to symbolise that more colour in the diet means more variety and thus more nutrition.

Waitrose nutritionist Dr Joanne Lunn said: “We’re well aware that most of us eat too much saturated fat, salt and sugar but we rarely hear about the important nutrients that we’re not getting enough of."

She added: “Variety is key to getting the balance right. Many of us get stuck in a food rut, eating similar types of food for breakfast, lunch and dinner. We need over 40 different kinds of vitamins and minerals every day for good health and no single food provides the correct mix of the important nutrients.”

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