Next item
Next item
How a supermarket creates own label dishes using real-time consumer data

The Tastewise Blog

The latest news, views and insights in food trends

How a supermarket creates own label dishes using real-time consumer data

How a supermarket creates own label dishes using real-time consumer data

With over 331 shops in England, Scotland, Wales, and the Channel Islands as well as a successful omnichannel business, Waitrose is committed to creating delicious own label dishes which boast quality ingredients at good value prices, to inspire and delight customers.

3 min.
Luda Greko

Luda Greko

Product Marketing, Tastewise

Sign up for our newsletter

Sign up for our latest trend reports, as well as our most surprising and actionable discoveries.


By providing your email, you agree to receive periodic updates from Tastewise. We will never share your information. See our  Privacy Policy and Terms of Service.

The Challenge:

Waitrose innovation team needed to:

  • Create dishes and concepts to inspire the culinary teams working on the supermarket’s own-label products
  • Validate all new product ideas with actionable data while working under a tight schedule

The Solution:

Waitrose innovation team uses Tastewise to:

  • Explore social media discussions to understand what excites their customers
  • Use data on consumer needs to learn about dining occasions and seasonal food trends
  • Find the most popular home-cooked dishes and curate newsletters with the perfect home cooking concepts for their monthly reports
  • Validate ideas that lead to future best-selling products

The Impact:

Waitrose innovation team was able to:

  • Create successful products such as the classic creamy Basque cheesecake - a top-selling own label dessert
  • Save significant time on research by accessing insights quicker
  • Successfully create widely-read monthly and seasonal internal newsletters based on real food and beverage trends
  • Improve cross-functional collaboration with the chef teams and suppliers


The Bottom Line:

“If you’ve got an ingredient and you want to know how it’s being used, it’s so easy to access this insight with Tastewise.”

Lizzie Conlon, Innovation Manager at Waitrose


Trusted by the best of the food industry

Pie Chart

What can food intelligence do for you?