Waitrose is set to overhaul more of its own-label lines in the new year, as it steps up its NPD efforts.
The supermarket has been buoyed by the “significant uplift” in sales of its No.1 range which was relaunched in June, and is set to replicate the changes to some of its other own-label tiers and exclusive ranges throughout 2025, customer director Nathan Ansell told The Grocer.
While he stopped short of saying which of Waitrose’s own-label lines would be the focus, the work would include changes to packaging as well as new PoS and social campaigns to promote the lines, he said.
“Next year is going to be a real focus on our own-label proposition for sure,” Ansell said.
Web searches had increased “significantly” over the past year for Waitrose’s own-label lines – which include premium Duchy Organic, Levantine Table ingredients, and the pan-Asian dine-in range Japan Menyu, which launched in September 2023 – Ansell said.
The retailer has also been investing into its ‘value tier’ Essential Waitrose range of grocery staples during the cost of living crisis, and has focused its multiple waves of price cuts on SKUs in the range. The range was last revamped in 2020, and currently spans over 900 products.
Waitrose would also continue to put “a lot of energy” into communicating its animal welfare and sustainability credentials as part of the work, both on-pack and in campaigns, Ansell said, hinting that some of the work would mimic the relaunch of Waitrose food-to-go lines in February.
It saw the range extended, as well as the introduction of “bolder and brighter” packaging that specifically highlighted its use of “higher-welfare British chicken” and was fully recyclable.
Supermarkets have stepped up their focus on own-label innovation over the past couple of years, in response to a trend that has seen shoppers trade down from brands or restaurants during the cost of living crisis.
Waitrose has credited its recent blitz of innovation, which has included the No.1 relaunch and a new pizza range and £5 meal deal which launched last year, with helping it to win back shoppers lost to M&S, Tesco and Sainsbury’s over the last year. Its exclusive tie-up with Yotam Ottolenghi – which was recently extended – has also proved to be a popular point of difference, the grocer claims.
“Customers do love the brands that we stock, and it’s an important part of our mix, but obviously it is the Waitrose products that only we sell that we’re seeing a lot more interest in via our own-label offer,” Ansell said.
Ansell spoke to The Grocer following the release of Waitrose’s 2024 Christmas advert. The ad campaign has been accompanied by the launch of 175 new Christmas products into stores.
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