Waitrose has relaunched its premium Duchy Organic range.
The relaunched range has begun hitting stores this month with the addition of 24 new products including Wholewheat Tortiglioni, Milano Salami and Aged Red Leicester. The upmarket retailer has introduced a new bolder green, black and yellow design and has slashed approximately 20 tonnes of plastics annually by utilising more paper-based packaging.
There are more than 250 products in the range, which was founded as Duchy Originals by King Charles in 1992. The first Duchy Oaten biscuits were made from wheats and oats organically grown on the Highgrove Estate. The brand first launched into Waitrose in 2009.
Every year, sales from the brand contribute an estimated £3m to the King Charles III Charitable Fund.
To support the relaunch, Waitrose is currently offering 20% off all Duchy Organic products.
The Grocer revealed in April that Waitrose was planning to relaunch Duchy. At the time it registered new branding, a new logo and the new colour scheme with the Intellectual Property Office.
Last year Waitrose relaunched its premium No.1 range in June with 130 new lines and new packaging. The supermarket’s own-label sales grew 5.9% in 2024, a large part of which it credited to the No.1 overhaul.
”Waitrose is very proud to have the UK’s largest own-label brand for organic food and drink, produced in harmony with nature,” said a Waitrose spokeswoman.
“The Waitrose Duchy Organic brand is all about championing good food, good farming and good causes.
“For 2025 the brand has had a total refresh, bringing a more bold and colourful look to the packaging, ensuring the entire collection of over 250 products jumps out to customers in store and online.
“Not only that, but when you buy Duchy Organic you’re supporting environmental, educational and humanitarian causes. We’ve introduced 24 new products and removed approximately 20 tonnes of plastic annually by shifting to more paper-based packaging. Each year, sales from our brand contribute an estimated £3m to the King Charles III Charitable Fund.”
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