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Waitrose Launches Premium Own Brand

  • The Drum, Monday, April 4, 2016 6:25 AM

Waitrose is following a number of its major rivals with the launch of a substantial own-brand range which will focus on a more premium offering. Called Waitrose 1, it brings together existing premium ranges including "Seriously fromWaitrose," "'menu from Waitrose," and "from Waitrose" under one new brand. It marks the biggest food range to be launched by Waitrose since essentialWaitrose, now a GBP1bn brand, seven years ago. It will initially house over 500 products, which will increase to over 800 products.

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