Waitrose launches “nutrient packed” food brand

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.