Supermarket chain Waitrose has announced that for the first time since 2009 it is launching its own brand called ‘Waitrose 1’.

The new brand brings all the other premium ranges together under one name. This includes ‘Menu from Waitrose’, ‘From Waitrose’ and ‘Seriously from Waitrose’. It is available in branches and online and has launched over 500 products which will increase to 800 throughout the year. Some of the new products include Sloe Gin Cured Ham with Blackberry & Damson Glaze and Tanzanian Chocolate Ice cream with Blood Orange Sorbet.

Marketing director, Rupert Thomas, said: “Our team of experts have been working with over 70 suppliers for 12 months to pin-point the ingredients and recipes that offer customers uniquely mouth-watering food. Waitrose 1 raises the bar in premium food, giving the assurance to our customers that these products represent the best of the very best.”