Waitrose is aiming to build on its growing share of the horticultural market by launching its first customer magazine dedicated entirely to gardening.
The 132-page publication, Waitrose Garden, is the first issue in a seasonal series, with issue two following later this year. The magazine will be available for free to all myWaitrose members.

Waitrose Garden includes a collection of beautiful gardens and tips for readers on how to recreate the look themselves, with recommendations from the Waitrose specialist online gardening shop, waitrosegarden.com.

Celebrity gardener Alan Titchmarsh also provides a practical guide to gardening, with expert tips, advice and step-by-step projects to try at home.

Said Waitrose marketing director Rupert Thomas: "We know that gardening is the second most popular pastime for our customers after cooking, so this represents a real opportunity for our brand."

Waitrose has seen 13% growth in outdoor plants in the past year, with perennials up 40%. Bedding plants, up 24%, have also driven growth in this area, with geraniums being the top choice for Waitrose customers.