Waitrose has this week launched the latest instalment of its national in-store Food Heroes campaign to raise the profile of specialist British food producers.

The campaign will feature 147 products, ranging from traditional sea salt to sticky toffee pudding and sparkling wine. Running for four months, the promotion includes shelf-edge photography and in-store leaflets.

Waitrose local and regional buyer John Vine said: “The campaign is about celebrating the real foodie champions – the small, often family-run businesses. We want to tell our customers why these businesses are so special and celebrate the fantastic food and drink they make.”

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