Ottolenghi has expanded its exclusive range with Waitrose after early sales of the cooking range “outperformed” expectations.
Three new cooking sauce lines will roll into Waitrose stores this month. It includes a Pilpelchuma Sauce and a Sticky Date & Tamarind Sauce – both £4 for 180g – and a Roasted Aubergine & Tomato Sauce, priced at £4.50 for 350g.
They are the first new additions to the range by Yotam Ottolenghi, since the much-vaunted partnership began first began in April this year, with a nine-strong range of sauces, spice mixes and a marinade.
The partnership was seen as significant for both parties and was heavily promoted in stores and online with new PoS signs and free-standing display units. It was the British-Israeli chef’s first foray on to supermarket shelves, while for Waitrose, it was the most significant celebrity tie-up since it ended its long-running partnership with Heston Blumenthal.
Waitrose initially struggled to meet what it said was “unprecedented” early demand, with several lines completely selling out during the early weeks of the launch.
“It has been wonderful to see how people have responded to our pastes, sauces, herbs and spices range and how home cooks are exploring new and exciting flavours and combinations in the kitchen,” Ottolenghi said following the latest launch.
“These new products are taking the flavour to the next level and I couldn’t be more excited to get them out into the world. I am particularly excited for people to taste the pilpelchuma, a deliciously spicy, pepper, garlic & chilli paste that I love and that I think is going to be the next harissa.”
After consecutive years of market share loss to rivals, Waitrose is back in growth and on track with its turnaround plan. As well as expanding and improving its store footprint, the retailer is also investing heavily into its innovation arm, which includes exclusive brand partnerships.
Last month, The Grocer revealed the launch of Waitrose’s inhouse branded innovation platform BrandsNew, aimed at helping buyers discover new products for its stores. Waitrose has also expanded its partnership with Gail’s and launched new partnerships with the likes of CrossTown doughnuts, Zoe and Wildfarmed.
“The Ottolenghi range has been a great success at Waitrose and the response from our customers has been amazing,” said Lucy White, Waitrose world foods buyer.
“The initial range exceeded our expectations, and we look forward to hearing what our customers think about these new additions, the Roasted Aubergine & Tomato Pasta Sauce is a personal favourite of mine!”
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