Upmarket UK grocer Waitrose has revealed plans today (9 May) to support its growing convenience estate with a new private-label range called Good to Go.
The range will feature some 150 food products designed to be eaten on the move and the company said it is designed to “significantly increase Waitrose’s share within this market”. It includes “classic” products such as sandwiches and smoothies, as well as innovative bread-free products such as Romaine Lettuce leaf “boats”.
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The move is part of the retailer’s plans to open some 200 convenience stores by 2020 and double its share of the convenience market.
The retailer is focusing its convenience store estate primarily on London, with new sites based in Holborn, Hampton and Wimbledon.
Managing director Mark Price said: “Good To Go gives us a fantastic opportunity to help our customers eat quality, innovative food on the move at a great price and strengthens our convenience business. London will always be an important part of our heritage where we have established a loyal customer base and we are delighted to have the opportunity to invest in more communities within the capital.”
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