UK upmarket retailer Waitrose has joined forces with celebrity chef Heston Blumenthal to launch a range of packaged foods to go on sale in its stores.
The retailer said today (6 July) that it has been working with the chef, currently the face of Waitrose alongside Delia Smith, to develop the ‘Heston from Waitrose’ range to be launched in October.
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Around 20 products are in development and the retailer said customers can expect to see a “diverse range” available to them in many areas across the store.
Among the products launching will be Vanilla Mayonnaise, Ponzu Dressing (a citrus-based Japanese dressing made with rice vinegar, mirin and konbu) and Scottish salmon smoked with Lapsong Souchong tea.
The premium offering will sit alongside top-tier sub-brands such as Seriously from Waitrose and Menu from Waitrose.
Rupert Thomas, marketing director for Waitrose, said: “This partnership is a perfect recipe for our customers, offering inspiration and innovation with some really special products. This brand is a natural progression of our relationship and we know that our customers will love to cook with Heston’s range.”
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By GlobalDataThe 20-strong range will include grocery, bakery and chilled foods. A further 30 products are scheduled to launch in April 2011.
