Waitrose relaunches Duchy Originals

06 August, 2010

Organic bakery products including bread, tarts, scones, muffins and biscuits are part of a relaunch of the Duchy Originals brand by Waitrose next month.

The retailer, which signed a licensing and distribution agreement with Duchy Originals in September 2009, will relaunch the brand this September with an initial 120 products under the Duchy Original from Waitrose brand. A further 100 products will be launched in October.

The range includes regional British bakery products including Monmouth Tart, Cambridge Burnt Cream and Bakewell Tart, as well as everyday items, such as scones, shortbread and muffins. A range of breads will also be avilable with more details to be released closer to the launch.

Mark Price, Waitrose MD, said: “The Duchy Originals from Waitrose range will present customers with a significant change to the Waitrose organic offer. There will now be two tiers within Waitrose organic – the premium British organic Duchy Originals from Waitrose range and Waitrose Organic, the latter encompassing globally sourced products and mainstream UK organic products.

>>Waitrose agrees deal to sign up Duchy Originals





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