Waitrose expands Cooks’ Ingredients range
UK grocer Waitrose is relaunching and expanding its Cooks’ Ingredients range with over 40 new trend-led products and the widest range of cuisines ever available at the supermarket.
New additions to the range include TikTok-inspired products like Cacio e Pepe paste - a shortcut ingredient to make a simple and quick version of the Italian classic. Plus, there are several first-to-market own label products for a UK multiple retailer such as fresh pork stock, frozen wild garlic, Japanese seasoning Shio Koji and spice blends including mild and vibrant Deggi Mirch and Indo-French curry powder, Vadouvan.
The revamped range - which aims to give cooks of all abilities everything they need to be more adventurous in the kitchen - will now include packaging with QR codes linking to online information and recipes to help customers make the most of each product.
Zoe Simons, Waitrose Senior Brand and Innovation Development Chef, said: “There are so many exciting and unexpected ways our new products can be used - you could try the truffle salt sprinkled on vanilla ice cream, the tajin seasoning sprinkled on fresh mango and the miso butter in chocolate brownies, to name a few!”
For the first time, Waitrose will be adding QR codes to the labels of nearly 200 Cooks’ Ingredients products, which will provide customers with recipe inspiration, top tips and ways to use each product. The new packaging is also more environmentally friendly, it claimed, with 62 tonnes of packaging removed - including 41 tonnes of plastic.
Mallika Basu, food writer and founder of Basu Consulting, who helped with product development said: “There is a fine balance for retailers to tread as they introduce exciting flavours from diverse cultures and communities to home kitchens, educating and inspiring while being culturally sensitive. The approach taken to developing these products is market leading in its attention to detail with the ingredients and formulations, and the thoughtful information being shared about them will bring joy to cooks across many different kitchens.”
Image supplied by Waitrose
