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Waitrose in record expansion of Essentials value range

Waitrose is to extend its Essential value range to include a record 400 new products in 2013.

GENERAL MERCHANDISE

Waitrose in record expansion of Essentials value range

The supermarket will launch new essential Waitrose products in both new and existing categories including a further expansion into non-food. This will result in 700 new or improved Essential Waitrose products being introduced throughout the year. 

The £1 billion range, which represents 18% of the supermarket's total sales, launched in March 2009 with 1,400 lines of staple grocery items in the categories of meat, fruit, vegetables and milk. It has since grown to 1,800 lines and now includes homeware products such as plates, wine glasses and saucepans.

Waitrose marketing director, Rupert Thomas, said: “When we launched essential Waitrose four years ago we set out to offer the quality our customers expect from us with the reassurance of Waitrose values at affordable prices. The success of the range has been overwhelming; 79% of shoppers now add an essential Waitrose product to their basket when shopping with us. 

“We will continue to grow the range in existing and new product categories, underlining our promise to offer customers the best value without ever compromising on quality.”











 

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