Waitrose is ending its product partnership with Heston Blumenthal after a 12-year venture with the celebrity chef.
The supermarket stated that it was taking its product development in a new direction, with some “exciting plans in store for the rest of the year”. Waitrose noted that its own team of chefs and product developers have recently launched several new ranges, including Levantine Table, Cooks Ingredients, and No. 1.
Blumenthal’s offerings at Waitrose have included memorable seasonal specials such as a Christmas pudding with an orange inside and hot cross buns with unconventional flavours. However, reports suggested that the lustre has now gone from his creations, and the supermarket plans to focus on its own-label premium ranges.
Waitrose has started winding down the Heston brand, with the final new product being ‘The Chocolate Dabbit’ released for Easter.
Natalie Mitchell, Director of Own Brand, said: “We’ve enjoyed what has been one of the most enduring relationships of its kind and we’re looking forward to the next chapter and unveiling some really exciting plans in the months to come. Watch this space.
“So we would like to thank Heston Blumenthal and his team for what has been a tremendously creative Partnership and wish them all the best in the future.”
NAM Implications:
- A sign of the unprecedented times?
- Or a natural evolution from brand to own label?
- Either way, an inevitability that needs to be factored into the remuneration package?
