Waitrose customers are being invited to get involved in helping create new foods on its new website, which launches today.
On MyWaitrose.com, shoppers will also be able to take a look behind the scenes at the retailer and meet its buyers at VIP tasting events.
Invites for the firm’s “biggest-ever” tasting panel will come from managing director Mark Price.
Commercial director Richard Hodgson said the portal will give Waitrose customers a “unique insight” into the supermarket chain.
Hodgson added that he thinks the new Waitrose site will have between 6,000 and 10,000 customers signed up by April.
“If we can build a big community then hopefully we can encourage customers to do their full shop with us, rather than shop around,” he said.
Waitrose also looks set to expand its Deliver service, after it reached an agreement with Ocado.
A report from CyberSource released this week found half the UK population still does not shop online because of fears over credit card fraud.
