Waitrose Celebrates With Heston Blumenthal

Heston Blumnethal - WaitroseBritish retailer Waitrose continues to be grow it’s highly successful Private Brand collaboration with iconic British celebrity chef and owner of the Michelin three star restaurant the Fat Duck Heston Bumenthal. Waitrose and Heston share a passion for incredible food. Together they have developed an exclusive Private Brand that brings an unexpected twist to classic dishes.

“Waitrose is a supermarket that’s actually excited about food. That’s why I’ve worked with them to develop this selection. All the special techniques I’ve developed in my restaurants, all my scientific knowhow and a sprinkling of culinary magic have gone into creating what I think is the finest range of foodstuffs you’ll find anywhere.  Because a great meal needs great ingredients.” Heston

Heston from Waitrose offers a tantalising array of stocks, sauces, sides, mains and desserts. From Lapsang Souchong Tea Smoked Salmon to Salted caramel popcorn ice cream, Heston has produced an enticing and innovative range all created, honed and perfected, personally, by Heston, for Waitrose.

Recently sales of the Heston from Waitrose Fruit Cup, a gin-based drink blended with elderflower, raspberry and blackberry liqueurs, are up 31% week on week, as more orders are placed to deal with demand.

The drink, which Heston recommends serving with ginger ale, fresh raspberries, lime and rosemary, is currently the fastest selling summer cup beverage at Waitrose.

Waitrose spirits buyer Herchelle Perez Terrado, says, ‘The sales we’ve seen in the last few weeks have been unprecedented. We are ordering in more bottles of the Heston Fruit Cup to cope with customer demand, and it has quickly become our fastest selling summer cup, as well being one of the top ten best selling spirits at Waitrose*, out of a range of over 300. It’s fantastic to know our customers are enjoying this alternative version of a classic British drink.’

Launched in late May, the Michelin star chef, Heston Blumenthal, introduced his version of a perfect summer drink, which is full of the aromas of fruity blackcurrant, fragrant elderflower, citrusy bergamot and a kick of apple spirit. Based on the award-winning Heston Earl Grey and Lemon Gin, the drink is blended with elderflower, blackcurrant and raspberry liqueurs, infused with eight carefully selected botanicals.

Heston Blumenthal comments on how he created the new drink, ‘My new seasonal drink is summer in a cup. I wanted to create a fresh, light taste that will refresh everyone on a summer’s day. The hint of Earl Grey is the finishing touch that makes it a truly British drink.’

To make the perfect Heston Fruit Cup cocktail: In a tall glass, lightly crush some raspberries and peeled fresh ginger. Mix 1 part (50ml) Heston Fruit Cup and 2 parts (150ml) ginger ale. Add lots of ice and a squeeze of lime. Garnish with fresh rosemary and lime zest. 1 unit of UK alcohol. Alternatively try with lemonade: Mix 1 part (50ml) Heston Fruit Cup and 3 parts (150ml) lemonade and serve with lots of ice, sliced strawberries and fresh mint. 1 unit of UK alcohol.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.