Waitrose relaunches premium No.1 range with 200 new additions

Waitrose has relaunched its premium No.1 range with nearly 200 new and improved products.

Waitrose has brought back its premium No.1 range with a collection of 200 innovative new and improved products.


The line, which now includes over 600 items, offers premium ready meals, dips, pasta & sauces, coffee, desserts, bakery treats, as well as fresh meat and fish.

The upmarket grocer has launched 130 new products, which will be rolled out from June to October and include Best of British berry preserve, croissant cups, Heather honey smoked salmon, truffle houmous and tomato & vodka sauce.

The No.1 products have also undergone a packaging design refresh, which Waitrose said has been created to ensure “a premium feel for all the range and to reflect the high quality of the products inside”.

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.

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“No.1 offers the very best in quality and taste and it is the go-to for those who appreciate excellence in every meal.”

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!”

The relaunch of Waitrose’ premium range follows recent collaborations with premium brands over the last few months, including Ottolenghi, Wildfarmed bread, Tony’s Chocolonely, and Biscuiteers.

Last month the supermarket launched its first in-store bakery with café chain Gails in a move aimed at “strengthening the partnership” between the two companies.



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