// Waitrose is parting ways with Heston Blumenthal after a 12-year venture with the celebrity chef
// The grocer said it would be taking its “product development in a new direction” under the leadership of Martyn Lee, its own executive chef.
After 12 years of culinary partnership, Waitrose will be ending the Heston from Waitrose range which saw him starring in TV adverts which helped boost sales.
According to a statement made by the retailer, products in the Heston from Waitrose range are set to disappear from the shelves in the coming months.
Waitrose told The Times it would be taking its “product development in a new direction” under the leadership of Martyn Lee, its own executive chef.
The Heston from Waitrose range brought customers some iconic products; notably the hidden orange Christmas pudding and mince pies.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
But the Heston brand will be debuting a new product for Easter before disappearing for the good, The Chocolate Dabbit.
The Chocolate Dabbit highlights the creativity which the Heston from Waitrose range is renowned for, with some visual trickery – resembling a rabbit at one angle, but a duck when viewed from a different angle.
Director of Own Brand Natalie Mitchell said: “We’ve enjoyed what has been one of the most enduring relationships of its kind and we’re looking forward to the next chapter and unveiling some really exciting plans in the months to come. Watch this space.
“So we would like to thank Heston Blumenthal and his team for what has been a tremendously creative Partnership and wish them all the best in the future.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
