Waitrose commits to crowdsourcing after pudding launch

Waitrose has unveiled its first customer-created product and plans to increase the use of crowdsourcing in its future product development.

WAITROSE

A dessert called Seriously Chocolatey Rose-Infused Chocolate Ganache will be launched this month. The pudding was created by a customer from London, who submitted the recipe through an online initiative run by the MyWaitrose members club.

The packaging includes a quote from the creator and it will be promoted in-store, on Facebook and in Waitrose customer magazines.

A spokesperson for MyWaitrose says: “The plan is to do more [crowdsourcing] in the future and hope it becomes a regular feature.”

The initiative was designed to raise awareness of the revamped MyWaitrose and promote the benefits to customers. It was developed by Kitcatt Nohr Digitas.

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