Waitrose will stock a range of “ethical” health products curated by Planet Organic from next year.
Planet, which is the UK’s first fully certified organic supermarket chain, will initially supply up to 50 Waitrose stores with a range of predominantly own-label health and wellness products – including vitamins and supplements.
These will be available in stores as well as on Waitrose.com. from January 2023.
The Grocer understands Waitrose is also planning on supplying Planet Organic stores with its own products next year, although details of the deal have not yet been finalised.
The two companies said the relationship highlighted the “shared brand values” between them as both had a “strong commitment” to sustainability, community, ethics and provenance.
“We see Planet is an ideal partner in offering our customers the best in health and wellbeing products while building on our strategy to take Waitrose products to more customers,” Waitrose executive director James Bailey said.
“Over the course of its 27-year history, Planet has proven to be a trailblazer in the sector, championing innovative new brands, and is consistently at the forefront of the latest trends.
“Their ethos on delivering quality for customers, while prioritising suppliers, the planet and our communities aligns perfectly with ours, and we’re looking forward to working together in the new year.”
Read more: Planet Organic’s George Dymond on why the specialist retailer is bullish even now
The Waitrose partnership is the latest in a series of developments at Planet Organic as it continues delivering its growth strategy with the aim to bring its products to more customers.
Planet CEO George Dymond recently told The Grocer that its newly launched own-label supplements range was getting positive feedback from customers.
At the same time, Planet is also expanding its store estate, with plans to grow the current 13-strong store chain into a 50-store business by 2025.
It has recently exceeded its initial £6.25m Seedrs crowdfunding target, which is set to help finance the estate rollout.
Dymond said this was “another really significant development” for the specialist retailer.
“As well as a deep understanding of the organic grocery market, Planet Organic has built a very successful and comprehensive range in the wellness market – with vitamins, minerals and supplements driving recent growth.
“As a small and agile business, Planet Organic is able to spot trends and bring innovation to market swiftly, something which will play a really key role in this partnership.
“Waitrose is an iconic British brand, synonymous with quality and heritage, with a strong track record of building successful partnerships.”
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