Waitrose expands Duchy Organics range
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Waitrose is expanding the Duchy Originals range in a bid to create a premium British organic food range.
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
YouGov Insight:
· While 45% of British adults attribute Tesco’s success to its cheap, varied food choices and ability to create jobs wherever it goes, 43% feel that it is ‘too powerful’.
· Despite the view held by many that Tesco is ‘unfair’ – by pricing smaller opposition out of the market – YouGov SixthSense research reveals that 60% of UK consumers still shop at local stores at least once a week.
Readers' comments (1)
Brian George | Thu, 15 Jul 2010 10:54 pm
An interesting move; whereas previously despite good ranging, Waitrose's emotive TV ads were the antithesis of the actual somehwhat sterile in-store shopping experience. Waitrose then does a double positive whammy with their value range and of course Heston & Delia, - rightly sales fly. so whilst taking over Duchy Org, could have been seen as a key Delia/Waitrose style/image move an enhanced organics range, under DO could seem to smack a bit too much of moving back to old style Waitrose! as always time will tell!
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