Waitrose launches convenience food brand

Waitrose is launching a convenience food brand to drive the growth of its fledgling convenience business.

Good to Go is a 150 strong range of branded food products designed to be eaten on the move including a no-bread sandwich product.

Waitrose says it has developed the range to help double its share of the convenience market. The supermarket plans to open 300 convenience stores by 2020.

It currently operates 17 convenience stores, the majority of which operate under its franchise partnership with Welcome Break motorway service stations.

It has also opened a number of smaller format stores under the Little Waitrose brand and is trialling a partnership with Boots to sell its products in high street stores.

Mark Price, Waitrose managing director, says: “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.

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