Supermarket chains Planet Organic and Waitrose will begin selling each other’s products next year.
A range of ethical health and wellbeing lines, curated by Planet Organic, will be available on Waitrose’s online store and in up to 50 shops.
The move is part of Planet Organic’s growth plans to bring its products to more customers.
Meanwhile, Waitrose will supply a range of products to the 12 Planet Organic stores in 2023.
Waitrose stated that it had identified an opportunity to grow in the health and wellbeing sector and the partnership will provide its customers with access to the unique Planet Organic stable of brands.
George Dymond, Planet Organic CEO, said: “This is another really significant development here at Planet, which we’re hugely excited about. As well as a deep understanding of the organic grocery market, Planet Organic has built a very successful and comprehensive range in the wellness market – with vitamins, minerals and supplements driving recent growth. As a small and agile business, Planet Organic is able to spot trends and bring innovation to market swiftly, something which will play a really key role in this partnership.
“Waitrose is an iconic British brand, synonymous with quality and heritage, with a strong track record of building successful partnerships.
James Bailey, executive director for Waitrose, added: “We see Planet is an ideal partner in offering our customers the best in health and wellbeing products while building on our strategy to take Waitrose products to more customers.
“Over the course of its 27-year history, Planet has proven to be a trailblazer in the sector, championing innovative new brands, and is consistently at the forefront of the latest trends. Their ethos on delivering quality for customers, while prioritising suppliers, the planet and our communities aligns perfectly with ours, and we’re looking forward to working together in the new year.”
