Waitrose announces a significant expansion of the ultimate brand for food lovers – Waitrose No.1. Building on the success of the relaunch in September 2024 Waitrose is expanding the range even further by +10% adding 80 new and innovative products designed to inspire and delight customers. Food trends are constantly evolving, so keeping food loving customers excited by the possibilities of food discovery, while offering the very best in quality and taste is always top of mind for Waitrose.
Maddy Wilson, Director of Own Brand at Waitrose, said “Our No.1 range is the ultimate brand for food lovers, and we are so excited to keep customers’ appetites for new products met with even more truly innovative food & drink, launching as part of our autumn refresh. Waitrose No.1 offers the very best in quality and taste, and it is the go-to for those who appreciate excellence in every meal.”
The brand goes from strength to strength with sales up 26% YoY, due to its vast offering and refreshed, premium packaging design which has really resonated with customers. Waitrose No.1 Red Choice Vine Tomatoes, Waitrose No.1 Scottish Prime Salmon Fillet and Waitrose No.1 Speciality British Strawberries come out as the top three selling products, as customers opt for quality when it comes to everyday ingredients.
The No.1 and Only
To mark the expansion, Waitrose has teamed up with beloved pop icon, Chesney Hawkes and hit DJ Sigala, to record a new take on his 90s hit single, ‘The One and Only.’ The music video shows the 90s icon spotlit in the Waitrose aisles as he performs the brand-new remix.
This collaboration follows the 2024 remix of ‘You’re My Number One’ by S Club and Jax Jones, which marked the relaunch of the Waitrose No.1 range. Now the retailer is back, taking on another pop classic to celebrate the expansion of its premium range.
Nathan Ansell, chief customer officer at Waitrose, said: “Our range is the one and only premium range out there for food lovers and it’s great that Chesney agrees with us. After the successful remix of S Club’s You’re My No.1 last year, there was nobody we’d rather work with for the expansion of our Waitrose No.1 range than pop icon Chesney Hawkes. We hope our customers enjoy this fun twist on his renowned anthem, ‘The One and Only’.”
Hero products
The Waitrose No.1 expansion continues to showcase its commitment to sourcing the finest ingredients and collaborating with expert producers. Some product highlights include:
No.1 Italian Pistachio Meringata – An indulgent semifreddo dessert made in Italy with a double layer of delicate meringue, a rich smooth pistachio paste and a velvety pistachio semifreddo, topped with pistachio nibs.
No.1 Wagyu Beef Cottage Pie – Slow cooked native breed and Wagyu beef in rich red wine gravy, topped with buttery mash and Extra Mature Cheddar.
No.1 British Free Range 4 Cheddar & Apple Sausages – Made from prime cuts of pork, 12 month aged vintage cheddar and bramley apple, in natural hog casings. Delicious with crusty bread and a touch of mustard for the ultimate sausage sandwich.
No.1 Kaltbach Creamy – Award winning cheese, crafted in Switzerland and aged for 4 months in a 22-million-year-old sandstone cave, it achieves a delightful melt-in-the-mouth texture thanks to an extra portion of cream.
No.1 30 Hour Hickory Smoked Salmon – The longest smoke on the market, responsibly sourced Scottish salmon is dry cured with salt and demerara sugar hung and traditionally kiln smoked over mesquite, apple, hickory, and oak wood chips for up to 30 hours for an intense smoke.
And because food and drink go hand in hand, Waitrose have added a selection of new wines to the No.1 range, including the Waitrose No.1 De Grendel Sauvignon Blanc, a zesty white wine from Cape Town, Waitrose No.1 Primitivo di Manduria Ris, an intense red from Puglia and Waitrose No.1 Gavi del Comune di Gavi, a fresh white from Piedmont.
Spanning across all categories, food lovers will be able to make Waitrose No.1 their top choice this Christmas with an impressive 171 products to choose from, that is an 108% increase on last year with 89 more products added for this festive season.
Customers can shop Waitrose No.1 range in stores and online at Waitrose.com now.
