Waitrose to overhaul own-brand packaging to help shoppers make healthier choices – starting in January

Waitrose is launching a new plant varieties logo on its products, marking a first for UK supermarket own-label items, to help customers track their consumption of 30 different plant varieties per week.

The initiative comes as research by Waitrose reveals that nearly half (46%) of customers are either trying to eat or interested in consuming 30 different plants weekly.

The supermarket chain aims to make it easier for shoppers to diversify their diets through clear labelling, with the logo set to appear on products starting in January.

The new logo will initially feature on more than 50 products, including fresh soups, snacks and cereal, with plans to expand across more items throughout the year.

A Waitrose survey found that 87 per cent of customers believe having plant variety numbers on labels would help them actively try to achieve the 30-plant weekly target.

The system aims to simplify meal planning, with some products offering significant progress towards the weekly goal. For example, the Vietnamese Style Vegetable Pancakes with Lime and Chilli Dip contains 11 plant varieties, representing a third of the weekly target in a single meal.

The logo will help highlight unexpected items that count as plants, with many customers unaware that coffee (59 per cent), dark chocolate (45 per cent), and spices (42 per cent) contribute to plant variety intake.

Lead nutritionist at Waitrose Dr Joanne Lunn said: “Eating 30 different plants each week is a delicious way to a healthier gut microbiome, taking advantage of all the nutritional benefits of different types of plants.

“Whether it’s mixing more different herbs and spices into your meals, snacking on mixed nuts or adding lentils into your bolognese sauce, there are lots of ways to reach 30 plants.”

The 30 plants a week guidance has been supported by experts such as ZOE and proven to improve gut performance.

The initiative aligns with Waitrose’s broader commitment to increase fibre sales from key categories by 25 per cent by 2030, alongside a 10 per cent boost in fruit, vegetable and protein sales.

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Director of own brand at Waitrose Maddy Wilson said: “When you’re a food lover, you want to make every meal one to remember but are still conscious about making good choices.

“Adding the plant varieties logo to our products takes the brain power away from adding variety to your diet and eating well and brings the focus back to delicious meals.”

The new labelling system aims to inspire customers while making healthy eating more accessible.