Waitrose introduces major change at all 317 UK supermarkets

The supermarket has come together with Disney+ to launch a bold, limited-edition ’80s Rivals’ range this April, celebrating the second season of “Rivals”.

Returning in two six-episode batches, the first has already debuted on May 15 with a three-episode premiere, and the second batch will follow later in the year on Disney+ in the UK.

Inspired by the iconic tastes of the 1980s, the collection reimagines the decade’s most talked-about flavours as playful ‘rivals’ in a vibrant, decadent celebration of pure noshtalgia.

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The Rivals sandwiches in Waitrose. (Image: Newsquest)

These items have now appeared in the Waitrose on Botley Road in Oxford, with two new sandwiches on offer in the meal deal section.

Research shows that nostalgia is a powerful influence on what we eat*. In today’s fast-paced, tech-driven world, many are turning to foods that remind them of simpler times, seeking comfort and a sense of familiarity in flavours from decades past.

From dinner party classics to indulgent crisps, nostalgic puds and sunshine-ready spritzes, the range invites loyal fans of the iconic decade to relive the magic whilst giving a new generation the chance to discover the joy of maximalist food.

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The Rivals bag in Waitrose. (Image: Newsquest)

Nathan Ansell, Chief Customer Officer at Waitrose, said: “We are absolutely thrilled to join forces with Disney+ on the launch of ‘Rivals’ season two, working closely with Disney Advertising and production to connect directly with food lovers in one of their first brand integration moments for a scripted UK Hulu Original.

“This natural integration transports viewers into the 80s world of Rutshire, with an authentic Waitrose store and branding featuring in a key scene.”

The Scotch Egg Sandwich, the Thousand Island Prawn Sandwich, the Steak Diane Handcooked Crisps and Bloody Mary Prawn Cocktail Flavoured Handcooked Crisps all feature.

So too do the Rhubarb & Custard Dairy Ice Cream, Peach Melba Dairy Ice Cream, the Peach Melba Spritz and the Spicy Pineapple Daiquiri and a special shopping bag.