UK-based retailer Waitrose has launched a national campaign, under the banner Food Heroes, to raise awareness of specialist British food producers.

The four-month long in-store promotion drive will feature display areas, shelf-edge notices and photography, as well as leaflets and in-store customer tastings, dedicated to British artisan food companies.

'The Waitrose Food Heroes campaign is about celebrating the real foody champions – the small, often family run businesses working with endless skill, passion and enthusiasm,' said Waitrose's local and regional buyer John Vine in a statement. 'We want to tell our customers why these businesses are so special, and celebrate the fantastic food and drink they make.'

Topics