Supermarket chain targets market towns for smaller outlets with the ambience of the 'traditional grocery shop'

Waitrose is targeting market towns and the first store will be tested in St Neots, Cambridgeshire, it has been revealed in The Daily Telegraph.

Waitrose managing director Mark Price told the newspaper the retailer wanted at least half the space of the new stores dedicated to fresh food, much of it local.

'What we’re aiming to do is reflect the ambience of a traditional grocery shop,' he said.