Simon Mowbray
Waitrose is launching an own label range of foods for kids to rival offerings from the larger multiples.
The 75-item Food Explorers offering started rolling out to stores this week and includes a range of products from fresh fruit to ready meals.
Aimed at five to nine-year-olds, the chain said Food Explorers would offer parents a solution to the "teatime stand-off" between kids and parents as well as providing indulgent treats such as fromage frais lollies and mini muffins.
It means Waitrose has become the latest multiple to launch an own label range dedicated to the children's market which is already proving lucrative for rivals.
Sainsbury was the first of the big four retailers to lead the way when it launched its Blue Parrot range, while Tesco and Asda more recently joined the fray with their Tesco Kids and More for Kids! ranges.
Safeway has so far resisted the temptation to follow suit. Waitrose brand development chief Graham Cassie said the range, which has been given its own brand identity with a visual of two children in a hot air balloon, would fit in with families' hectic modern lifestyles.
"We want to attract more family shoppers," said Cassie. "Almost all our new products have no added salt or preservatives and the processed foods in the range have less than 8% fat.
"The only exceptions are the clearly defined treats."
Waitrose plans to add more lines to the range in the autumn to coincide with the back-to-school period.
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Waitrose is launching an own label range of foods for kids to rival offerings from the larger multiples.
The 75-item Food Explorers offering started rolling out to stores this week and includes a range of products from fresh fruit to ready meals.
Aimed at five to nine-year-olds, the chain said Food Explorers would offer parents a solution to the "teatime stand-off" between kids and parents as well as providing indulgent treats such as fromage frais lollies and mini muffins.
It means Waitrose has become the latest multiple to launch an own label range dedicated to the children's market which is already proving lucrative for rivals.
Sainsbury was the first of the big four retailers to lead the way when it launched its Blue Parrot range, while Tesco and Asda more recently joined the fray with their Tesco Kids and More for Kids! ranges.
Safeway has so far resisted the temptation to follow suit. Waitrose brand development chief Graham Cassie said the range, which has been given its own brand identity with a visual of two children in a hot air balloon, would fit in with families' hectic modern lifestyles.
"We want to attract more family shoppers," said Cassie. "Almost all our new products have no added salt or preservatives and the processed foods in the range have less than 8% fat.
"The only exceptions are the clearly defined treats."
Waitrose plans to add more lines to the range in the autumn to coincide with the back-to-school period.
{{MARKETING }}
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