Struggling organic food group Duchy Originals has announced a licensing and distribution agreement with up-market supermarket chain Waitrose.
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The tie-up gives Waitrose the exclusive right to originate, manufacture, distribute and sell Duchy Originals products in the UK. The products will be available through Waitrose stores and wholesale outlets.
Waitrose, which aims to expand its Duchy Originals range from the 200 items it currently carries to around 500 products, will pay a royalty to Duchy Originals on all wholesale and retail sales. New lines will be introduced beginning in the spring of next year.
“Duchy Originals’ products have always been firm favourites with our customers and we now have the opportunity to develop the range into the definitive premium, sustainable British food brand,” Mark Price, MD of Waitrose, said today.
Duchy has seen sales slide as consumers cut back their spending during the recession. In a statement released today (10 September), Duchy said both companies are “confident” that increased investment in the development of Duchy Originals will achieve “sufficient sales growth over the next ten years”.
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By GlobalData“This is a hugely important moment for Duchy Originals. This new partnership will take our pioneering company to the next level, accelerating the growth of the brand, and amplifying its voice as a champion of sustainably grown and produced food from the UK,” Andrew Baker, chief executive of Duchy Originals, said.
