Upmarket UK retailer Waitrose is reportedly preparing to launch a lower-priced range of everyday foods.
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According to a report in Marketing magazine, the range will be called Essentials and will be available in stores next Monday (9 March).
just-food understands that the range will be officially unveiled this Friday.
It is understood that the range is not positioned to compete with the value ranges of rival retailers, such as Sainsbury’s and Tesco, and Waitrose is still expected to focus its marketing message on quality rather than price.
Waitrose declined to comment when contacted by just-food today.
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