Waitrose has relaunched its premium own-brand No.1 range with nearly 200 new and improved products.
The upmarket grocer has refreshed its packaging for the line and introduced 130 new items to the range, which are being launched in stores between June and October.
It has also updated and improved a further 40 items, bringing the total No.1 range to over 600 products.
The premium range now includes ready meals, dips, pasta sauces, coffee, desserts, bakery items, as well as fresh meat and fish.
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Waitrose said it has replaced its silver packaging for the No.1 line with an “even more premium packaging design”, which has been created to provide “a premium feel for all the range and to reflect the high quality of the products inside”.
The supermarket’s head of own brand and innovation Maddy Wilson said: “Our No.1 range is the ultimate brand for food lovers and we are so excited to be able to introduce some truly innovative new products as part of our relaunch. No.1 offers the very best in quality and taste and it is the go-to for those who appreciate excellence in every meal
“Personally, I’m really excited about our fresh No.1 Tomato & Vodka Pasta sauce. It’s made using juicy, full-flavoured Pomodorini cherry tomatoes, double cream and a dash of vodka and it’s perfect for a delicious, yet quick weeknight dinner, or even in a cheeky Bloody Mary at the weekend!”
Waitrose executive chef Martyn Lee added: “Myself and the team are all incredibly proud of the No.1 relaunch. We’ve scoured the restaurant scene and explored the hottest trends across food and drink to create some incredible products for food lovers to enjoy, including keralan-inspired fish curry, truffle houmous and a delicious blonde cream liqueur.
“We’ve also worked hard on improving some of the products that we know our customers already love, to make them even better!”
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