Editing Waitrose (section)

===Product ranges===
* Essential Waitrose: Aware that Waitrose risked being seen as a food retailer for special occasions rather than everyday shopping, the chain launched its value range of products as "essential Waitrose" in March 2009. The marketing used the tagline: "Quality you'd expect at prices you wouldn't". 1,400 products were branded with this name using simple white-based packaging.<ref>{{cite web|title=2010: Waitrose, Brand Extension - Case Study|url=https://www.marketingsociety.com/the-library/2010-waitrose-brand-extension-case-study|publisher=The Marketing Society|date=9 June 2012|access-date=23 January 2017}}</ref> Some people poked fun at the range for selling products that are not essential, such as [[ratatouille]] Provençal and [[limoncello]] desserts. Nevertheless, the range was highly successful. By 2016 it had more than 2,000 items and £1.1 billion annual sales, making it one of only five food and drink brands in Britain worth more than £1 billion.<ref name=Wallop>{{cite news|title=Why Waitrose is launching its first premium range|url=https://www.telegraph.co.uk/food-and-drink/news/why-waitrose-is-launching-its-first-premium-range/ |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/food-and-drink/news/why-waitrose-is-launching-its-first-premium-range/ |archive-date=12 January 2022 |url-access=subscription |url-status=live|author=Harry Wallop|date=1 April 2016|newspaper=The Telegraph|access-date=15 June 2016}}{{cbignore}}</ref>
* No 1 Waitrose is a range of around 650 premium lines with black packaging.<ref>{{Cite web|url=https://www.thegrocer.co.uk/ranging-and-merchandising/waitrose-revamps-premium-no1-range-with-200-products-added/598041.article|title=Waitrose revamps premium No.1 range with 200 products added|first=Ronan|last=Hegarty|website=The Grocer}}</ref>
* Cooks Ingredients are spices, herbs and related products with colourful packaging.<ref>{{Cite web|url=https://www.retailgazette.co.uk/blog/2022/08/waitrose-cooks-ingredients/|title=Waitrose spices up Cooks' Ingredients range for Tik Tok-inspired chefs - Retail Gazette|first=Mark|last=Faithfull|date=23 August 2022|website=www.retailgazette.co.uk}}</ref>
* Heston for Waitrose is a range of prepared foods such as pies and cakes developed by celebrity chef [[Heston Blumenthal]].<ref>{{Cite web|url=https://www.marketingweek.com/waitrose-to-launch-heston-blumenthal-range/|title=Waitrose to launch Heston Blumenthal 'range'|date=16 July 2010|website=Marketing Week}}</ref>