Waitrose ends partnership with Heston Blumenthal after 12 years

By: Trademagazin editor Date: 2023. 03. 03. 09:03

Waitrose is set to end its long-standing partnership with chef, Heston Blumenthal as it takes a ‘new direction’.

The Heston from Waitrose range, which has been ongoing for the last 12 years, will now end with its final Easter product, The Chocolate Dabbit, which resembles a rabbit at one angle and a duck from another.

The upmarket retailer has said this comes as a result of it wanting to take its product development down a different route.

Its own team of development chefs and product developers have been behind some of Waitrose’s recent successes including the Levantine table range, the re-launched Cooks Ingredients range and its No.1 range.

“We’ve enjoyed what has been one of the most enduring relationships of its kind and we’re looking forward to the next chapter and unveiling some really exciting plans in the months to come. Watch this space,”

Waitrose director of own brand, Natalie Mitchell said.

“So we would like to thank Heston Blumenthal and his team for what has been a tremendously creative Partnership and wish them all the best in the future.”

This comes as Waitrose has launched its full Easter range, which includes the final Heston from Waitrose product as well as a range of new and exisiting chocolate items with reduced packaging to save nearly one tonne of plastic from going to landfill.

Grocery Gazette