September 2010

-Duchy Originals From Waitrose unveils a new look and whole host of new products-

The new Duchy Originals From Waitrose range, the result of a unique partnership announced last year between Waitrose and Duchy Originals, is re-launched in Waitrose branches this month. Boasting a new look, and over 150 products, there is something to tantalise every taste bud. And to mark the occasion, tonight will see Duchy Originals on-screen debut with the brand’s first television advertisement screened on ITV1 at 7.00pm.

Comment from Mark Price, Managing Director, Waitrose

“A shared passion for the best of British organic food has motivated our suppliers and the Waitrose development team over the past 12 months and it’s fantastic to see their work coming to fruition as we launch this range.”

Concentrating on the brand’s founding belief in the value of British organic food, grown and produced sustainably, Waitrose has plans to expand the range to over 200 products, made by British producers and which meet the standards set out in the Duchy Originals From Waitrose Good Food Charter*, by the end of the year.

Highlights from the range include:

Duchy Originals From Waitrose Oat & Barley Porridge (£2.99)

This blend of British jumbo porridge oats, cut porridge oats and barley flakes makes a wonderfully textured, wholesome porridge. Made on the Estate, Poundbury, in the heart of .

Duchy Originals From Waitrose Pork Buttered Leek Sausages (£3.09)

Plump, juicy sausages made from prime cuts of organic pork shoulder. Seasoned with sea salt, nutmeg, cracked black pepper and blended with chopped, buttered leeks.

Duchy Originals From Waitrose Cumberland Ring (£3.09)

Plump, juicy sausage made from prime cuts of pork shoulder. Seasoned with sea salt, nutmeg and cracked black pepper and blended with breadcrumbs and parsley.

The Duchy Originals From Waitrose cheese range celebrates the best of organic British Regional cheeses produced by artisanal cheese makers.

Duchy Originals From Waitrose Hafod Welsh Cheddar (£19/kg)

Handmade using unpasteurised organic milk from the farm’s 65 Ayrshire cows. Hafod is made in small batches every other day, piping milk directly from the milking parlour into a Dutch wooden sided open vat in the new dairy. Each 10kg cheese is matured for 10 to 18 months to develop the flavour and traditional rind.

Duchy Originals From Waitrose Cropwell Bishop Stilton (£19/kg)

Produced using organic milk collected from farms in Nottinghamshire, Leicestershire and Derbyshire in accordance with the strict rules for making PDO Stilton. The traditional recipe is exclusive to Waitrose and uses organic milk and animal rennet. Once the curd has formed it is hand ladled into Stilton hoops, at around five weeks old each Stilton is pierced to allow the flavour enhancing mould to blue. Each cheese is matured and turned for a minimum of 12 weeks to develop a rich flavour and a creamy and buttery texture and the traditional crust.

Testament to the fact that only the best recipes survive is the new range of chilled desserts produced from ‘heritage’ inspired recipes.

Duchy Originals From Waitrose Monmouth Pudding (£4.99)

A traditional Welsh dessert based on a rich custard, thickened with breadcrumbs and cooked in an all butter pastry case lined with raspberry jam and topped with crisp meringue. The custard is made with West Country cream and milk.

Duchy Originals From Waitrose Cambridge Burnt Cream (£5.99)

A quintessentially British crème brulee, this just set dessert combines thick, West Country double cream with a hint of vanilla. While researching this dessert Waitrose discovered that an English Crème Brulee was allegedly first created in the kitchens of Trinity College Cambridge in the early part of the 17th Century after someone left the sugar out of the custard so put it on top instead. This is believed to be the first known record of a ‘Crème Brulee’ and is believed to be ahead of any French records!

The new Duchy Originals From Waitrose products join existing best-sellers including; biscuits, unsmoked bacon from Denhay Farms, fruit preserves and lemon curd.

* To view the Duchy Originals From Waitrose Good Food Charter please visit www.duchyoriginals.com

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For further information please contact Sue Finnegan at [email protected] or 07966 541 810

Duchy Originals From Waitrose Television Advert

The 60-second television advert, featuring Waitrose ambassador, Heston Blumenthal , was partly filmed at the in Gloucestershire. Heston takes viewers through the history of the Duchy Originals brand and its core principles of organic farming, sustainable methods, supporting local British producers and charitable donations. Heston explains how the brand has developed from its origins 20 years ago at the Duchy Home Farm right up to its new partnership with Waitrose to create the new brand, Duchy Originals From Waitrose.

Duchy Originals From Waitrose background

• Duchy Originals was launched 20 years ago by HRH The based on the principle of championing organic farming as a sustainable route for British agriculture

• In September 2009 a partnership between Waitrose and Duchy Originals was announced. A new licensing and distribution agreement giving Waitrose (Duchy Originals’ largest and most long-standing client) the exclusive right to manufacture, distribute and sell Duchy Originals was put in place.

• Waitrose pays a royalty on all sales and is confident that, with the investment it is making in the brand, it will achieve a sufficient sales growth over the next 10 years to generate a substantial increase in the amount of money going to The Prince’s Charities Foundation. Since it was set up in 1990, Duchy Originals has raised £7mi for charity.

Organic food at Waitrose Waitrose has consistently out performed the market for organics. We currently have a market share of 22.3 per cent in organics. (Neilsen data for 52 weeks to 26 June 10).