Waitrose has unveiled new long-term targets to increase the total amount of fruit and veg it sells in a major new push to increase the amount of plants its shoppers buy.
By 2030, Waitrose aims to increase the total amount of fruit, vegetables and protein it sells by 10%. Furthermore, it wants to increase the amount of fibre sold across its key categories by 25% by the same date.
The targets were announced alongside the launch of a new packaging initiative aimed at making it easier for shoppers to spot “plant varieties” in products. New labels will be added to more than 50 of Waitrose’s new own label products from the new year.
Initial products include soups, cereal, dark chocolate, coffee and noodles considered to contain a high number of plants in their ingredients. The label is set to be rolled out to more Waitrose products throughout the year.
Waitrose has introduced the new targets in response to what it said was a consumer demand to eat more varied diets as well as a growth of scratch cooking. Some 40% of shoppers polled by the supermarket said they wanted to eat 30 different plants a week, which could include, herbs, spices, legumes, nuts and seeds alongside fruit and vegetables.
Waitrose claims the move is a “first” for a UK supermarket own label, however it follows a similar promotion by Holland & Barrett, which began promoting ‘plant points’ on its own-brand products after the relaunch of its food and drink category in September 2023.
Each product is equivalent to an amount of plant points based on its ingredients, with H&B shoppers encouraged to eat 30 a week.
“When you’re a food lover, you want to make every meal one to remember but are still conscious about making good choices,” said Maddy Wilson, director of own brand at Waitrose.
“Adding the plant varieties logo to our products takes the brain power away from adding variety to your diet and eating well, and brings the focus back to delicious meals – which we know is so important for our customers.”
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