Waitrose Targets Desk Jockeys with New Lunchtime Store Brands Line

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March 30, 2010

U.K’s Waitrose has introduced 90 new store brand products geared to inspire grab-and-go lunchtime eaters who are often forced to eat and work at their desks.

Targeting what it calls “al desko” diners, Waitrose is expanding its sandwich and salad line to include open-faced sandwiches, tear and share rolls, large salad bowls, individually wrapped cakes and cookies, granola and yogurt parfaits and seasonal juices.

“We wanted to offer our customers something a little more exciting for their lunch than just a sandwich and a drink, and this new range does exactly that,” said Roxanne Bennett, sandwich buyer for Waitrose. “With so much choice, from smaller salads and single sandwiches to triple wrap packs, we’re encouraging people to mix and match. Grabbing a quick bite in a rush doesn’t mean you have to sacrifice taste and quality...”

New sandwiches include several “special editions” such as Smoked Salmon Open Sandwich, a single slice of malted brown bread, topped with smoked salmon, horseradish mayonnaise and a wedge of fresh lemon to squeeze on top; and Chicken and Mango Open Sandwich, one slice of malted brown bread, topped with sweet chili chicken and mango, garnished with spinach leaves.

Waitrose’s Tear and Share soft batch rolls are “easily split into halves or quarters” and are described as perfect for kids. They are filled with egg, mayonnaise and watercress on one side, and tuna mayonnaise and cucumber on the other.

Other small sandwiches include Greek Feta Salad with Black Olives & Tzatziki and a Crayfish and Rocket Single Sandwich, a half sandwich “packed with juicy crayfish tails, complemented by lemon mayo and peppery rocket.”

New salads and snacks include Primavera Feta Salad with a blend of legumes and grains including quinoa, bulgar wheat and green lentils served with cucumber, edamame beans, spring onion and spinach with a creamy crème fraiche dressing. Also featured is Chicken, Butterbean and Turmeric Rice Salad, King Prawn Noodle Salad and Chicken Pesto and Rocket Salad.

More than 30 new dessert and bakery items include Pineapple, Mango and Melon fingers; French Butter Croissants, Pain au Chocolat, Belgian Buns, Gingerbread cookies, Double Chocolate Chunk Cookies, Spiced Oat and Sultana Cookies, Cherry & Geranium Cupcakes, Chocolate & Peppermint Cupcakes as well as Fruit &Nut Flapjacks.

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