Heston Blumenthal and Waitrose have added a new dimension to their partnership with food designed by the Fat Duck chef set to go on sale at the supermarket later this year.
The retailer is currently working on more than 20 different products that will go on sale in October. The ‘Heston from Waitrose’ range will include vanilla mayonnaise, tea-smoked salmon and ponzu salad dressing.
The move comes after Waitrose recruited Blumenthal to star alongside Delia Smith in a high-profile advertising campaign that is credited with dramatically boosting sales of featured products.
“It has been an exciting new opportunity working with Waitrose on this extensive range of products,” said Blumenthal.
“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.”
Web videos turn up Waitrose and Sainsbury’s online appeal (19 June 2010)
Waitrose wins top award at The Grocer Golds (17 June 2010)
The doyenne and the upstart: Waitrose’s very own odd couple (6 March 2010)
Waitrose signs up Delia Smith and Heston Blumenthal (3 March 2010)