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Waitrose is launching a new major new grocery brand based around “nutrient packed foods”.

The LoveLife brand will begin appearing in stores this month and will represent the supermarket’s biggest initiative since Essential Waitrose in 2009.

Waitrose says LoveLife was developed in response to customers who complained of wanting more wholefoods and nutritionally balanced options — nutrient packed salads, a bluebrry, blackcurrant and beetroot smoothie and high-fibre white breadwill be among the first products to be rolled out. Existing healthier Waitrose own-label products will also get a LoveLife label to highlight their nutritional credentials.

While Delia Smith and Heston Blumenthal will continue to front Waitrose’s main TV and print advertising a “new face” is promised for the new LoveLife brand.

About the Author

Jim Manson

Editor-in-chief
Jim Manson is Editor-In-Chief of Diversified Communication UK's natural and organic publishing portfolio. He’s written widely on environment and development issues for specialist magazines and national media, including the Financial Times, The Guardian, The Times, Time Out and World Bank Urban Age.

Articles by Jim Manson
Jim Manson
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