Waitrose is relaunching its Heston at Waitrose range with more products and new “quirky” packaging.
It’s the first time the exclusive range by the chef has been given a fresh look and new products since it was introduced six years ago.
Headlining among 10 new lines is a ‘showstopper’ Persian Christmas pudding with a honey and rose butter centre and copper glitter finish.
Waitrose is hoping it can match the success of its original Heston at Waitrose Hidden Orange Pudding.
The relaunched Heston at Waitrose range will now include nearly 60 products with other new lines including chocolate ‘edible baubles’, the ‘ultimate chocolate truffle cake’, and a charcoal bagel filled with cream cheese and Heston Lapsang Souchong tea smoked salmon.
Waitrose said it was highlighting the products’ quirkiness with packaging that reflected Blumenthal’s passion for quality ingredients, quintessentially British traditions and curious flavour combinations.
Labels feature illustrations by artist Bob Venables that include anthropomorphic characters such as a pig in pearls on the bacon rasher pack, a family of cows in dresses and suits on the ice cream tubs, a bulldog in cravat and purple jacket on a bottle of Earl Grey and Lemon Gin and a cat in a double-breasted jacket on a bottle of Cherry Bakewell Vodka.
“We hope the new range and quirky look will encapsulate the fun we’ve had creating the range with Heston,” said Waitrose marketing director Rupert Thomas.
“Each and every product is carefully created to deliver truly outstanding taste, as well as bring an unexpected twist to our favourite dishes, making it easier than ever for customers to experience the very latest in food innovation in their own kitchen. We can’t wait to see what our customers make of these curious new additions, and I’m sure they’ll be a hit this Christmas.”
Blumenthal said: “I am thrilled with the outcome of the new range, having spent a lot of time developing the look and feel of the products, making sure they are the best they possibly can be and going that extra mile to make sure the taste is better than ever. As always, I wanted to offer something a little extraordinary to the Heston from Waitrose range, giving that magic twist to a product to make it exceptional. With something for every occasion this Christmas, I hope each product can provoke natural curiosity and spark imagination to make the festive season extra special.”
The first five new products will arrive in stores in the period up to Christmas with further yet-to-be-announced ones launching later this or next year.
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