Waitrose will also run ads, by MCBD, to emphasise the quality of the products. The supermarket is keen that the offering is not positioned as similar to the Tesco Value and Sainsbury's Basics lines.
Despite this, the launch will be viewed as a U-turn by rivals and suppliers, because Waitrose has previously refused to enter this market.
Recently, under its managing director Mark Price, the supermarket has attempted to push its competitive prices, running more discount offers while continuing to promote the quality of its offering.
Separately, Waitrose has promoted its head of innovation and brand development, Rupert Thomas, to the top marketing position of director, marketing and brand development. He replaces Suzanna Duke, who has become director, ambient buying.
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