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 tomatoes.

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 5/5 rating! 


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 long-serving producers.   Our Waitrose1 products can be purchased at Waitrose stores around the country now – look out for them next time you are in store!