Waitrose magazine gets a make-over

Waitrose Food Illustrated magazine (WFI), the monthly magazine from Britain’s most popular supermarket according to Which?, is set to change. The magazine will be getting a new look and a new name. The monthly new format 'Waitrose Kitchen', will bring a range of time saving tips and food & drink inspiration. Launched in April 2010 (published 25th March), Waitrose Kitchen will have a print run of 350,000 and a cover price of £1 (the same as it’s predecessor WFI).

As with WFI, it will be sold on newsstands, in store and will be given out free to Waitrose loyalty card holders. Waitrose says the evolution of the magazine was prompted by customer research that called for a fresher approach. Andrew Hirsch, Chief Executive of publisher John Brown said: "All great magazine brands evolve and WFI is no exception. We aim to make the magazine the best-loved food title around and we're thrilled to have been chosen by Waitrose to take it forward."

Rupert Thomas, Marketing Director of Waitrose commented that they want to build on the “heritage and credibility of WFI” with the new publication. He added, “we think our customers will love the passion and practical inspiration that the title will offer and hope that it will help everyone to share our love of food."

WFI, which launched in 1999, has won numerous awards for its in-depth coverage of food issues, seasonality, recipes and restaurant reviews.