Early Days – packaging and own-brand goods
In the late 1950s there was a move towards a definite Waitrose ‘handwriting’ to give the shops a corporate identity. One step in this direction was the establishment of Waitrose own-label products, which would – like Jonelle – offer outstanding value to customers. By 1960 there were eight lines including tea, jam and instant coffee. The Waitrose carrier bag bore the slogan “Where good food costs less”. No wonder the Gazette said on 19th November 1960 that:
“The food trade is no longer the Cinderella of the Partnership. Today it has to be a lusty, vigorous child if it is going to take care of itself in ….. competitive and demanding circumstances”.