The tie-up announced today (10 September) between Duchy Originals and Waitrose will help develop the Duchy brand, the organic food maker told just-food.
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The licensing and distribution agreement gives Waitrose the exclusive right to originate, manufacture, distribute and sell Duchy Originals products in the UK.
“Waitrose’s investment will allow further growth of the Duchy brand through the development of new products. Waitrose will also have its own resources at its disposal to grow the brand,” the spokesperson said.
The company has seen sales come under pressure as UK consumers reign in spending in response to the recession. Duchy said that it expects the deal to provide a boost to sales.
Duchy, which was formed by the Prince of Wales, donates all of its profits to charity. The organic food maker indicated that the deal would mean “substantially more money” being donated to charity.
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By GlobalDataThe spokesperson said that the brand would continue to be distributed through existing channels, including other UK retail multiples and independent outlets.
A two-tier manufacturing and distribution system will be put into operation, with both Waitrose and Duchy producing products under the Duchy brand.
“Duchy Origionals will still be available in the other retail multiples and at the independent farm shops where it is listed. We will still be in charge of our own distribution in that regard.”
