// Waitrose expands Cooks’ Ingredients range to reflect more adventurous home cooking
// QR codes and more sustainable packaging initiatives part of 40-product extension to range
Upscale supermarket chain Waitrose is relaunching and expanding its popular Cooks’ Ingredients range with over 40 new products and an expanded range of cuisines.
New additions to the range include TikTok-inspired products like Cacio e Pepe paste – a shortcut ingredient to make a simple and quick version of the Italian classic. There are also several first-to-market own label products such as fresh pork stock, frozen wild garlic, Japanese seasoning Shio Koji and spice blends including Deggi Mirch and Indo-French curry powder Vadouvan.
The revamped range will now include packaging with QR codes linking to online information and recipes. Waitrose also recently announced the end of best before dates on its fruit and vegetables.
Zoe Simons, Waitrose senior brand and innovation development chef, said: “There are so many exciting and unexpected ways our new products can be used – you could try the truffle salt sprinkled on vanilla ice cream, the tajin seasoning sprinkled on fresh mango and the miso butter in chocolate brownies, to name a few.”
Now taking inspiration from restaurant menus from around the world, social media trends and best-selling cookbooks, Cooks’ Ingredients products were launched in 2005 mostly focused on home baking, herbs and spices, Italian, Indian and Chinese cuisines.
The move comes as Waitrose reviews its stores estate and focuses on differentiation at a time when price competition is becoming even fiercer.
Tim Daly, Waitrose product developer, said: “The range truly reflects the way we eat in 2022 – from must-try food trends on social media, to the joy of recreating a dish you loved on holiday at home.”
New packaging is also more environmentally friendly, with 62 tonnes of packaging removed – including 41 tonnes of plastic.