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09 May, 2011

Waitrose launches Good To Go brand to support convenience growth

Waitrose looks to support its ambitious growth in the convenience market, with the launch of an extensive new Good To Go range.


The launch of the new range , combined with the retailer’s ambitious growth targets to open 300 convenience branches by 2020, will support Waitrose plans to double its share of the convenience market.

The retailer has demonstrated growth plans through the development of new formats and channels to dramatically increase its presence in the UK. Waitrose has opened thirteen new convenience branches in the last twelve months alone.

Good To Go is a selection of 150 food products designed to be eaten on the move and is designed to significantly increase Waitrose’s share within this market. The range includes a broad selection of classic favourites such as sandwiches and smoothies, plus innovative bread-free products such as Romaine Lettuce leaf "boats".

Two key strategic partnerships have taken Waitrose to many more customers in a range of settings. Welcome Break service stations outlets are performing ahead of expectations and a trial with Boots continues to show encouraging results at this early stage.

Seventeen Waitrose convenience branches are currently trading in the UK and London is the primary focus for much of the expansion. New sites in the capital include Holborn, Hampton and Wimbledon.

Waitrose Managing Director, Mark Price, said;

"This marks another exciting milestone for our business and demonstrates our ambition to grow our convenience business.

"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."

Good To Go is the latest own brand range from Waitrose, and follows successful established brands including essential Waitrose, Seriously from Waitrose and Duchy from Waitrose.

Ends

Notes to Editors:

Branch information:

Seventeen, total number of convenience branches currently open

Sixteen, total number of Welcome Break service station outlets

total number of Welcome Break service station outlets

12th May2011 , the latest convenience branch opens in Shrewsbury

, the latest convenience branch opens in Shrewsbury

For more information please contact Melanie Etches, Corporate PR manager on 01344 825165.

Waitrose - Waitrose, Britain's favourite supermarket*, has 253 shops in the UK and Channel Islands and is consistently achieving sales growth significantly ahead of the market.**. Its strong performance has been driven by the success of the essential Waitrose range, Brand Price Match, as well as a long term commitment to sourcing the UK's finest local and regional foods. Waitrose combines the convenience of a supermarket with the expertise and service of a specialist shop - dedicated to offering quality food that has been responsibly sourced combined with high standards of customer service. www.waitrose.com

Waitrose, Britain's favourite supermarket*, has 253 shops in the UK and Channel Islands and is consistently achieving sales growth significantly ahead of the market.**. Its strong performance has been driven by the success of the essential Waitrose range, Brand Price Match, as well as a long term commitment to sourcing the UK's finest local and regional foods. Waitrose combines the convenience of a supermarket with the expertise and service of a specialist shop - dedicated to offering quality food that has been responsibly sourced combined with high standards of customer service.

* Which? Annual Supermarket Satisfaction Survey, Telegraph Magazine Shop Awards - Best for Food & Drink; BBC Watchdog - Britain's Favourite Supermarket; Good Housekeeping Awards,** Kantar World panel.

For more information contact:

Rob Cadwell
Senior Press Officer, Corporate
t:01344 826182
m:07764 675959
e: rob.cadwell@waitrose.co.uk
Suzanne Hetherington
Senior Press Officer, Corporate
t:01344 82 4006
f:01344 82 5211
e: suzanne_hetherington@waitrose.co.uk