Waitrose launches own-brand meats

Waitrose is hoping to retain recession poor consumers with the launch of an own brand label promising quality and value for money.



In a bid to stop customers from abandoning its aisles in favour of cheaper stores, the retailer has introduced a new 'essential Waitrose' range comprising of 1,4000 staple grocery products including meat, fish and poultry.


Promising to deliver "the quality and welfare standards you would expect from Waitrose - at prices you wouldn't", the supermarket has announced that all pork used in the new range will be British and outdoor reared, all chicken British and all eggs free range.


The products will feature simple white packaging, similar to other supermarket own-brands, to make shopping for staple groceries easier for customers.


"Customer research tells us that although we are a destination store for quality products, shopping for our own label essential items hasn't been as easy as it could be." says Mark Price, managing director of Waitrose.


"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."