Heston Blumenthal and Waitrose to launch co-branded range

Waitrose is to sell 20 new food products created by brand ambassador and celebrity chef Heston Blumenthal.

Heston Blumenthal: launches Waitrose range
Heston Blumenthal: launches Waitrose range

As part of the supermarket’s plans to encourage consumers to cook from scratch, each of the products can be purchased as part of meal preparation.

Launching in October the 'Heston from Waitrose'range includes vanilla mayonnaise, tea smoked salmon and Ponzu dressing. Waitrose also plans to roll out a further 30 products in April 2011.

The 'Heston from Waitrose' premium offering will sit alongside top tier sub-brands such as Seriously from Waitrose and Menu from Waitrose.

Blumenthal said: "It has been an exciting new opportunity working with Waitrose on this extensive range of products. 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 first appeared in Waitrose's marketing in March, alongside Delia Smith, with a TV ad created by MCBD. The activity aims to encourage consumers to cook meals using Waitrose ingredients.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published