Waitrose roll out second phase of LOVE Life range

After the successful launch of LOVE Life last summer, Waitrose have rolled out the second phase of the range that 20.20 defined the customer proposition and brand strategy for. LOVE Life You Count hits the shelves this week and offers customers lower fat versions and calorie controlled portions of their favourite breakfast, lunches, dinners and snacks. With colourful and clearly marked calorie counts on the front of the pack, it enables the customer to watch their weight and diet in an easy, accessible and tasty manner and offers another perspective on healthy eating.

20.20 worked closely with Waitrose to develop a compelling and inspiring nutritionally balanced proposition for LOVE Life then looked at how this could be extended for the calorie conscious shopper. Part of the blueprint that we developed for the brand and tested on customers was to introduce a meal-plan to accompany the range, You Count meal-planners are now available on-line and enable the discerning dieter to eat less than 1500 calories per day.

Further extensions of the range are due to be rolled out this year.