UK grocer Waitrose has announced the launch of a range of nutritionally balanced foods under the brand Waitrose Love Life.
The retailer said yesterday (5 June) that the private-label range, which will include over 270 products, would be its largest sub-brand launch since the introduction of the entry-level Essential Waitrose in 2009.
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The upmarket retailer said the Love Life logo will be will be used on other products and ingredients across its range, to highlight their nutritional benefits.
The range has been designed to complement the staple grocery items in Essential Waitrose and the higher-end, more indulgent Duchy, Heston and Menu From Waitrose ranges.
It has been developed using the company’s in-house nutritionists and the “creativity and flair” of its chefs.
“We’re well aware that most of us eat too much saturated fat, salt and sugar but we rarely hear about the important nutrients that we’re not getting enough of,” said Waitrose nutritionist Dr Joanne Lunn.
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By GlobalData“Variety is key to getting the balance right. Many of us get stuck in a food rut, eating similar types of food for breakfast, lunch and dinner. We need over 40 different kinds of vitamins and minerals every day for good health and no single food provides the correct mix of the important nutrients.”
Waitrose said the launch will be supported with a quarterly magazine, recipe cards and a dedicated section on Waitrose.com.
The range’s packaging is a “departure” for the retailer, it said, as it incorporates vibrant primary colours to “symbolise that more colour in the diet means more variety and thus more nutrition”.
