How ‘a-peeling’: Private Brand Marmalade at Waitrose

Waitrose MarmaladeKnown for his love of marmalade sandwiches, Paddington Bear may soon be set to become somewhat of a trendsetter.

While the little bear from deepest, darkest Peru has always known how good the orange sticky stuff is, it seems Brits are now catching on with Waitrose reporting an 88% sales increase in its Private Brand Seville Orange Fresh Fruit Marmalade.

The U.K based supermarket has identified a trend for a new wave of marmalade fans, with customers increasingly buying a zingier, more citrusy version of the old classic, made from fresh citrus fruit, rather than frozen.

Traditionally eaten on bread or toast, this new generation of fresh marmalade lovers is also getting more adventurous with how they use this versatile spread. On the Waitrose recipe website, page views for mustard and marmalade glazed ham are up 390%, marmalade sausages with mushrooms are up 85% and rice pudding with marmalade is up 25%.

As for making the recipe from scratch, influenced by programs such as the Great Allotment Challenge, customers have been making their own versions of this citrus classic at home with views to the quick and easy Seville marmalade recipe page up 376%.

Tim Shaw, Waitrose Home Baking Buyer says: “Marmalade is now a far cry from when we just had a choice between thick cut or fine cut – the fresher styles in particular are fast becoming a foodie favorite.

He continues: “With such a versatile range of uses – ranging from a sausage glaze to a topping on bread and butter pudding – we’re calling for customers to take inspiration from Paddington and try this little bear’s favorite again. With one of the widest range of marmalades around, we’re confident our selection is one even Paddington would be proud of.”

Perhaps more associated with another of the nation’s favorite bears, Winnie the Pooh, honey is also enjoying its time in the spotlight, with sales of this naturally sweet treat overtaking those of jam for the first time this year at Waitrose. Recently revealed in the Waitrose Food and Drink trends report 2014, the honey market has developed significantly in recent years with the retailer offering customers a wider range than ever before.



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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.