Waitrose plans to shift all of its UK organic products into its licensed Duchy Originals brand.

Waitrose’s Duchy Originals brand manager Jane Clarke said the company wanted to bring the brand “back to its heartland” of being British and organic, which she said it had moved away from.

The company plans to relaunch the brand as Duchy Originals by Waitrose on 2 August with 220 products, down from the previous 250 it offered.

Clarke said the company has spent the past year considering the brand’s assortment, which included products like shovels and seeds, and the range will now include products like Waitrose’s organic milk products and meat. It has also worked with Duchy suppliers like biscuit producer Walkers to revamp its offer.

She told just-food that she wants the brand to be more accessible and to really reflect the Prince of Wales’ values when he began the brand of: “Is good, does good, tastes good.”

It will continue to offer the range to independent retailers and for export through its global exclusive licence.

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