The portal will help the retailer and its suppliers gain clear insights on brands and shoppers, to help ensure its business decisions deliver customer benefits.

Clare Gough, partner & head of insight from Waitrose & Partners, said: “We are delighted to cement our strategic relationship further with IRI, which has demonstrated that it is our partner of choice in the data analytics and insight market. By bringing this added depth and breadth of insight to Waitrose and Partners, and our suppliers, we are able to differentiate our range for the long-term benefit of customers.”

Jaime Silvester, head of loyalty & gateway solution at IRI, said: “The power of IRI’s technology platform combined with our insights capability and our people will mean Waitrose & Partners is able to make quicker and better decisions that drive value for customers, Waitrose and its suppliers.”