This month saw a milestone in Waitrose history, as the
supermarket launched its first ever premium range, Waitrose1.
Marketed as ‘unequivocally the best supermarket range in
Britain’, and consisting of over 800 products across nearly every sector,
Waitrose1 is not just the supermarkets first premium range, but the first range
of own brand products launched since the Essentials range in 2009.
Dovecote Park launched nearly 20 lines into the new brand, a
combination of successful existing premium products, and a number of brand new
lines. Among the existing Dovecote Park products given the
Waitrose1 treatment are our 30 day dry aged Hereford range, which received an
award for product innovation in 2014, and includes sirloin and fillet steaks,
as well as dry age hand pressed burgers.
A number of brand new products were also included in the
Waitrose1 launch, the result of months of hard work from our diligent New
Product Development team. New lines include two smoked products, oak smoked
rump and cherry wood smoked venison, utilising Dovecote Park’s brand new
smoking equipment. Also included in the new lines are hand rolled veal
meatballs, using a carefully crafted new recipe with parmesan and sun dried
As the first new Waitrose product range in nearly a decade, the
launch of Waitrose1 was accompanied by a significant marketing campaign. We were delighted to see our 30 Day Dry Aged Hereford
Cote de Boeuf, featured as one of the star products, with notable coverage on
Waitrose TV. We were also very pleased to see the Cote de Boeuf featured in a
Daily Mail taste trial of Waitrose1 products, earning a rare and well-deserved
In addition to this, a Dovecote Park producer was featured in
the marketing campaign for another Waitrose1 product, this time a ready meal
featuring our British beef. The Waitrose1 oven ready Beef and Chorizo Chili
contains diced British beef slow cooked with pork, chorizo, ancho chillies, and
black turtle beans using a recipe inspired by South American cuisines.
The product was the subject of a Waitrose TV advertising
campaign, part of which was filmed on the holding of Bob, one of Dovecote Parks
Our Waitrose1 products can be purchased at Waitrose stores
around the country now – look out for them next time you are in store!