The “Duchy Originals from Waitrose” range will be expanded to include everyday products such as eggs, frozen food, scones, muffins, fresh meat and breakfast cereals as well as the existing special occasion and gift items.
Sales of organic products have suffered through the recession as consumers focus on price and value. Waitrose claims its organic sales have remained “steady” in the past year and its organic market share has grown to 21.4% according to Nielsen figures.
The upmarket supermarket signed an exclusive licensing deal to manufacture, distribute and sell the Duchy brand in September last year and is aiming to create a “premium British organic offer”.
Waitrose plans to launch 149 new products under the Duchy brand. The full range will include 400 product lines. The first 120 will launch on 2 August in all Waitrose stores, a further 100 will follow in October.
Mark Price, Waitrose managing director, says: “A shared passion for the best of British organic food has motivated our suppliers and the Waitrose development team over the past 12 months and it’s fantastic to see their work coming to fruition as we launch this range.
“Waitrose customers have always understood the compelling environmental and animal welfare reasons for buying organics and I’m sure they will welcome these new, delicious products.”
Waitrose is also understood to be introducing the “Duchy Originals from Waitrose” brand to the US