Waitrose Good to Go range tipped to appeal to shoppers

Thursday, May 12th 2011
Waitrose Good to Go range 'will appeal to shoppers'
Retail analyst Jonathan Banks believes the convenience food range will prove popular.

The new Good to Go convenience food brand from Waitrose is likely to prove a hit with shoppers, according to a leading retail analyst.

Speaking to Retail Gazette, Jonathan Banks insisted the 150-strong range of products should have little trouble in appealing to consumers.

Good to Go is aimed at customers who are feeling the financial pinch and follows on from the supermarket chain's Essential line, launched in early 2009 and comprising more than 1,400 competitively-priced everyday goods.

"Essential didn't have any trouble gaining acceptance and I don't believe the new range will be any different," Mr Banks commented. "With Good to Go, Waitrose is pushing at an open door."

The line includes everything from sandwiches and smoothies to bread-free products such as 'leaf boats' made from Romaine lettuce.

It has been launched as part of the company's plan to double its share of the convenience store market over the next ten years.