Waitrose has today (March 9) launched Essential a standalone own range of more than 1,400 lines across all the supermarket's products.
The range spans the majority of Waitrose aisles - from fruit and vegetables to household goods.

"Customer research tells us that although we are a destination store for quality products, shopping for our own label essential items hasn't been as easy as it could be." says Mark Price, managing director of Waitrose.

'Waitrose Own Label lines have always been produced to a superior quality and even sold as a stand-alone brand in quality supermarkets throughout the world.

"Essential Waitrose effectively combines the quality our customers have come to expect and the reassurance of Waitrose values, together with affordable prices and an easily recognisable brand."