The introduction of a new range of delicious and nutritionally balanced foods, Waitrose LOVE Life, is due to hit Waitrose branches from June 30th.

The range is the grocer’s largest sub-brand launch since essential Waitrose, with over 270 products. In addition, the Waitrose LOVE Life logo will start to be further used on products and ingredients across the retailer’s entire offer, highlighting nutritional benefits to customers.

The range is designed to complement the staple grocery items in essential Waitrose and the more indulgent products from Duchy, Heston and Menu From Waitrose ranges. And it answers a demand from over half of Waitrose customers to help them include a wider range of wholefood ingredients and avoid saturated fats in their diets.

Its launch will be supported with a quarterly magazine*, recipe cards and a dedicated section on Waitrose.com, encouraging MyWaitrose members to share recipes and tips.

The innovative range has been developed with the expertise and knowledge of the Waitrose in-house nutritionists and the creativity and flair of their award-winning chefs. According to Waitrose nutritionist Dr Joanne Lunn, “We’re well aware that most of us eat too much saturated fat, salt and sugar but we rarely hear about the important nutrients that we’re not getting enough of.

“Variety is key to getting the balance right. Many of us get stuck in a food rut, eating similar types of food for breakfast, lunch and dinner. We need over 40 different kinds of vitamins and minerals every day for good health and no single food provides the correct mix of the important nutrients.”

The packaging and magazine design is a departure for Waitrose as it incorporates vibrant primary colours to symbolise that more colour in the diet means more variety and thus more nutrition.

All products are developed with the quality and welfare standards you would expect from Waitrose - for example using only free range egg.