Waitrose revamps Essential range with baked goods

Mini choc muffins, flapjacks and garlic baguettes are among the Essential Waitrose own label range

Waitrose has relaunched its own-label Essential range with new baked goods, including sausage rolls, raspberry yum yums and bake-at-home products.

These are among more than 200 “new and improved” products across the Essential Waitrose portfolio, first launched in 2009, which covers categories including bakery, frozen and skincare.

Other new bakery items include 2 Bake at Home White Baguettes, 2 Bake at Home Brown Baguettes, 6 Bake at Home White Petit Pains, and 5 Flapjacks. They join existing products in the Essential Waitrose bakery range, such as wholemeal pittas, large tortilla wraps, hot cross buns, white finger rolls, custard creams, iced Belgian buns, brownie bars and garlic baguettes.

All products have been updated with a new packaging design that the retailer said reflects the quality and value of the products in the range.

“Our Essential Waitrose range has been created by experts to exhibit the standout quality and value that Essential Waitrose products have to offer,” said Essential Waitrose brand manager Kate Gibbs.

“Our aim is to offer the highest welfare, quality and value products, which we know our customers expect. Supporting our farmers and suppliers remains a key priority and, with the new design, we hope our customers will be even more drawn to the range and the new products within it.”

In addition, the products have been reviewed in order to fit with Waitrose’s strategy of making all own-brand packaging widely recyclable, reusable or home compostable by 2023.

Essential chilled breads were among the key changes, seeing a reduction in the thickness of material used, saving just under 1.5 tonnes of packaging annually.

“For Essential Waitrose, we set ourselves the target of reducing packaging, including single-use plastic, by 15% , which we are on track to do by September 2020,” said Waitrose packaging manager Karen Graley.

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