Halloumi and cappuccino mousse, new Waitrose essentials for 2017
THE next time you pop out to the supermarket for some essentials, don’t forget the halloumi.
The Mediterranean cheese has joined the likes of tinned artichoke hearts and cappuccino mousse as a must-have for middle Britain, at least according to Waitrose.
Along with cambozola, houmous and baby avocados, they are among 300 foods added to the cut price ‘essential Waitrose’ brand to help middle income families make their budgets go further.
Sales of halloumi have soared over the past year, making it highly popular among a certain class of shopper. It is part of a wider trend across the high street towards more exotic tastes with even Iceland moving into Waitrose territory by offering ranges such as salt baked sea bass and hand filleted tuna steaks. The ‘essential Waitrose’ brand was introduced in 2009 to help the supermarket see off the threat posed by budget chains including Aldi and Lidl. It was originally designed to counter the idea that Waitrose was expensive for the basics. However, it has since expanded to reflect a remarkable shift in what middle Britain considers essential – a list that once went little beyond staples such as baked beans and cheddar.
A Waitrose spokesman said yesterday: ‘Growing in line with food trends and responding to consumer demand, products as varied as artichoke hearts, coconut milk and tortelloni are now branded essential.
‘Our changing tastes have in part been shaped by cuisines which have become popular since the essential range was launched, with Mexican, Middle Eastern and Greek foods now firmly in the mainstream.’ Martin George, customer director at Waitrose, said: ‘It’s been fascinating to look at our sales trends to see what have become must-have items in our customers’ eyes.
‘From chamomile soap and baby avocados, to our latest additions to the range – quark and pickled beetroot – consumer tastes are much broader now, and this is reflected in the array of products which are now ‘‘essential’’.’
Jonathan Moore, executive chef at the chain, said: ‘Essential tortilla wraps are the second bestselling essential Waitrose product in the bakery aisle.
‘Sales of essential Waitrose Cypriot halloumi have risen 24 per cent over the last year – it’s one of the most popular cheeses we sell.’
Cambozola, a German soft cheese, is another big seller, while cappuccino mousse is one of the ten most popular ‘essential’ items.
The essential range now generates sales of more than £1billion a year and is to be the focus of a new advertising campaign by Waitrose.