Waitrose updates on Christmas performance, begins a trial of in-store nutritionists, launches new health labelling, and becomes the first UK grocer to introduce a minimum age for highly caffeinated energy drinks....
Good Christmas results reflect strong brands, service, and focus on value
Waitrose sales grew 1.4%, with like-for-likes up 1.5% in the six weeks to 30 December 2017. Online performance was a highlight; in the period Waitrose delivered its biggest week of online sales in its history. Whilst in-store, Waitrose created a "festive buzz" by doubling the number of tastings, and driving footfall with one-day only offers.
Compare Waitrose's performance to its competitors in IGD's Christmas results tracker
New ‘Good Health’ labelling
Waitrose launched its new ‘Good health’ label across a range of its own-brand products. All products in the range adhere to strict government guidelines and are considered healthy options by a team of nutritionists.
The initiative is designed to help shoppers identify nutritious food and drink, ideal for confused customers that have set health related new year goals. The retailer plans to expand the scheme, extending its range of healthy innovative products later this month.
Trialling an in-store personal nutritionist service
Waitrose is trialling a personal nutritionist service in its Canary Wharf and Kingston-Upon-Thames stores, starting later this month.
The service provides tailored health guidance from a nutritionist expert, conducted through individual consultations. Shoppers receive an in-shop tour with nutritionists pointing out products suited to their individual health needs, a personalised diet plan and healthy recipes for a cost of £95. The package includes a follow up evaluation session giving shoppers the chance to analyse success and receive renewed advice.
Minimum age on caffeinated drinks
Waitrose is the first UK supermarket to announce plans to introduce an age limit on high caffeine energy drinks. Shoppers will be asked to prove they over the age of 16 when buying drinks containing over 150mg of caffeine per litre.
The move aligns with existing labelling guidelines which state that high caffeine products should carry a warning label, suggesting them unsuitable for children.