Waitrose, the upmarket British supermarket, is pushing its health-focused agenda even further this December 2024 by encouraging customers to eat a wider variety of plants each week.
Building on its long-term strategy to boost the amount of fruit, vegetables, and fibre in shoppers’ baskets, the retailer has now introduced a “Plant Varieties” logo designed to inspire customers to aim for 30 different plants every week.
This guidance, highlighted in a recent announcement on the John Lewis Partnership website, emphasises how dietary diversity can support gut health and overall wellbeing.
The new logo will appear both online and in-store, helping shoppers easily identify produce, grains, legumes, herbs, and spices that can add variety to their diets.
Waitrose has expanded its seasonal British range, sourced new and unusual fruit and veg, and worked with suppliers to broaden its selection of high-fibre products.
Staff have undergone additional training to confidently offer advice and product recommendations, while improved in-store signage and digital recipe inspiration further support customers in exploring new plant-based ingredients.
Early feedback suggests this approach resonates with customers keen to make healthier, more sustainable choices.
By championing plant diversity, Waitrose is not just meeting its own sales targets—it’s actively shaping a more wholesome food culture.
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