UK supermarket retailer Waitrose & Partners has launched a premium range under its own-label No.1 branding, with approximately 200 new products.
The range, which includes a Coconut, Passionfruit & White Chocolate layer cake, and a ‘Nduja & Burrata Sourdough Pizza, will be packaged in widely recyclable ‘premium’ packaging – some which will feature gold foil.
“Waitrose & Partners No.1 has been created by passionate experts to exhibit the exceptional products that Waitrose & Partners has to offer,” said head of design Ashleigh Vinall. “We are offering our customers products that are distinctly different from our core offering which is reflected in the new design which will stand out on the shelf.”
All grapes will change from plastic to cardboard trays, as will the line’s red choice tomatoes. “We are committed to reducing the amount of plastic that we use for our products. All of our No.1 range ready meals have been removed from black plastic and will move into 100% recyclable gold foil trays,” noted the retailer’s packaging manager, Karen Graley.
“We are really proud of this as it helps us move even closer to all of our own brand products being out of black plastic by the end of the year.”