Waitrose Bubbles over With Fondue

British grocers Waitrose is launching a new premium private brand Swiss Fondue cheese just in time for the Christmas and New Year entertaining season, as the retailer reports sales of fondue cheese is up by over 15% compared to this time last year.

Fondue is enjoying a revival thanks to its nostalgic qualities and the fun it adds to social occasions with guests gathering around and sharing the bubbling molten cheese. Its recent comeback shows no signing of slowing down, with a 200% increase in fondue recipe searches on waitrose.com in the past year.

In response to the increased popularity of the 1970’s classic, Waitrose & Partners is launching a Waitrose 1 Swiss Fondue (£10.00 for 300g) for special occasions which require no preparation.

The combination of two cheese varieties from Switzerland – Le Crêt Gruyère cheese AOP and Vacherin Fribourgeois cheese AOP, which have been blended with white wine to create a beautifully balanced fondue cheese that is ready to be warmed through until bubbly.

Le Crêt Gruyère AOP is a traditional, unpasteurized cow’s milk made with milk from only eight local farms. It has a great depth and complexity of flavors which reflect the fresh mountain pastures the cows graze on. The Vacherin Fribourgeois AOP is made from milk sourced from the Fribourgeois breed of cows which also graze on the Alpine grass and wildflowers.

Alice Shrubsall, Partner & Specialty Cheese Buyer, says: “Cheese fondues undoubtedly make a fun focal point at any dinner party or celebration. The strong sales we’re seeing reflect the desire from our shoppers to serve delicious foods that need little preparation but will entertain friends and family this festive season.”

The range of fondue cheeses available at Waitrose & Partners and on Waitrose.com includes;

  • Waitrose 1 Swiss Fondue,
  • Emmi Original Swiss Fondue
  • Jarlsberg Cheese Fondue
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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.