Waitrose shoppers suffering in these hard times, will be pleased to hear that the Supermarket has launched a cheaper range of own brand products.
The range – named Essential Waitrose – is made up of more than 1,400 lines of staple groceries including fruit and vegetables, household goods aling with meat, fish and poultry.
The Essential Waitrose range is made up of 200 new lines and existing Waitrose products. Around 450 of the existing goods will be reduced in price.
Products will have a consistent packaging design so shoppers can identify Essential Waitrose.
The launch began yesterday, and will continue until October 2009 across 98 grocery categories.
Waitrose said that the Essential Waitrose range ‘hasn’t compromised on quality standards or sourcing integrity’. Bananas in the Essential Waitrose range will be Fairtrade, eggs will be free range and chicken will be British.
The range is set to compete with the already comprehensive own label ranges in Waitrose's 'big four' rivals - Asda, Morrisons, Sainsbury's and Tesco.
Waitrose said; ‘Essential Waitrose effectively combines the quality our customers have come to expect and the reassurance of Waitrose values, together with affordable prices and an easily recognisable brand.’
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