Brand Extension: Waitrose Food Illustrated

John Brown Citrus Publishing is extending the Waitrose Food Illustrated magazine to the cookery book sector, with the launch of Waitrose Food For All Seasons cookbook.

The launch will be in collaboration with book publisher Dorling Kindersley. Priced at 14.99, it will be available from the end of September. Waitrose is also launching miniature versions of the new magazine, which will be circulated as a special supplement with the Observer at the end of October. The 32-page A5-size magazine will be available in London and the South-east.

Waitrose Food Illustrated magazine was launched in May 1999. It is sold on newsstands but is given free to Waitrose loyalty card customers. According to the latest Audit Bureau of Circulations figures, the title has a circulation of 299,474 – an increase of 14.6 per cent year on year.

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