UK retailer Waitrose is lining up the launch of a further 40 products from the range it is selling in tandem with celebrity chef Heston Blumenthal.
The first batch from the “Heston From Waitrose” is in the process of hitting Waitrose shelves. The initial group of 22 lines includes a series of pies, mayonnaises, dressings and a Christmas pudding.
“We have had an enormous amount of fun developing the different products in the range and hope that it will offer a little something for everyone to taste and enjoy,” Blumenthal said.
Blumenthal has also been working with Waitrose on a marketing campaign alongside fellow chef Delia Smith.
Waitrose has indicated 40 more lines will be launched in April although a spokesperson for the retailer refused to be drawn on which specific products would be added to the range.