Waitrose shoppers enjoy a taste of Italy

Divisional sales at Waitrose excluding fuel were up 1.6% last week (to Saturday August 11) compared with the same week last year.

The supermarket chain’s retail director Ben Stimson said: “Shoppers getting ready for their summer breaks stocked up on suncare which saw sales rise by 75%, and travel products, which saw an 88% increase. Self-tan products were also popular, with sales up 38% compared with last year. Beer, ciders and spirits continued to do well too: sales of cider were up by 23%, beer by 16%, and gin by 22%.”

He noted that this week customers can enjoy ‘a taste of Italy’, with 20% off selected Italian food, including pasta, cured meats, antipasto and Italian wine and beer.

And throughout this month, pizzas are being given a makeover, with two new exclusive vegetable bases launching at the retailer.

Waitrose said 35% of consumers are looking to increase their daily intake of fruit and vegetables [according Kantar Worldpanel’s ‘Ingredients for sustained growth’ report in April 2018] and its new Magioni pizza bases are “a perfect option for doing just that, with each pizza crust helping towards one of your five a day”.

Two varieties are on offer: a Courgette Pizza Crust which contains 63g of vegetables and a Cauliflower Pizza Crust which contains 67g of vegetables, both of which are suitable for vegetarians. The pizza crusts are made from 35% or more vegetables and are priced at £3.29 for two bases.

Waitrose pizza buyer Aileen Wood said: “Pizza is such a popular choice with our customers and these bases give everyone’s favourite meal a healthy twist. With the increase in popularity of ‘flexitarian’ diets and more customers looking for alternative ways to eat fruit and veg, the Magioni pizza crusts are a great way of getting more veg into your diet.

“The delicious, authentic taste means that children will enjoy them too, and will love creating their own toppings. The cauliflower base is great topped with butternut squash, courgette, peppers, red onion and goats’ cheese for a delicious veg-filled dinner.”

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