Prince Charles’ Duchy Originals is trying to take the brand mass-market with a relaunch, cheaper prices and more emphasis on its sustainability credentials.
Duchy will reduce the size and price of a number of products across the range to make the brand more affordable.
The packaging for the 170-strong portfolio will also be redesigned for the first time in 12 years to feature a simplified version of the Duchy shield.
Revamped products will roll out throughout the year, starting with biscuits this month. Rather than the standard 250g packet size, the biscuits will be packed in 100g, 125g and 150g formats at prices no higher than £2. The provenance of the ingredients will also be more clearly labelled than previously.
These changes would make the brand more appropriate for today’s market, said group chief executive Andrew Baker. He conceded that the weight of some Duchy products was excessive and unnecessarily inflated the shelf prices.
“The actual entry price to our brand was often prohibitively expensive simply because we were selling too much product,” he said.
“In the current environment it seemed important to reposition the brand back to sustainability; to link it clearly back to the farm, to locally produced, sustainably raised crops.”
The new packs combined elegant presentation with information about how the ingredients had been produced, he added.
Several new Duchy lines will be launched later in the year, including a wafer-thin free-range ham.
Duchy will reduce the size and price of a number of products across the range to make the brand more affordable.
The packaging for the 170-strong portfolio will also be redesigned for the first time in 12 years to feature a simplified version of the Duchy shield.
Revamped products will roll out throughout the year, starting with biscuits this month. Rather than the standard 250g packet size, the biscuits will be packed in 100g, 125g and 150g formats at prices no higher than £2. The provenance of the ingredients will also be more clearly labelled than previously.
These changes would make the brand more appropriate for today’s market, said group chief executive Andrew Baker. He conceded that the weight of some Duchy products was excessive and unnecessarily inflated the shelf prices.
“The actual entry price to our brand was often prohibitively expensive simply because we were selling too much product,” he said.
“In the current environment it seemed important to reposition the brand back to sustainability; to link it clearly back to the farm, to locally produced, sustainably raised crops.”
The new packs combined elegant presentation with information about how the ingredients had been produced, he added.
Several new Duchy lines will be launched later in the year, including a wafer-thin free-range ham.
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