Waitrose has announced that its Duchy Organic sub-brand will include 24 new products as part of a major relaunch which goes live this month.

The retailer describes its 280+-product strong brand as the “UK’s largest own-label organic food and drink brand”.

As well introducing new lines the relaunch includes a new logo and pack designs, creating more visual cohesion across the range and improved shelf presence. The refresh also aims to strengthen Duchy Organic’s “premium and sustainable” market positioning. 

Commenting on LinkedIn, Hannah Eames, own brand strategy manager at Waitrose, said: “This is about more than just a brand refresh—we’re committed to delivering thoughtfully farmed, honest food that tastes great and does good too. We’ve expanded the range to bring even more organic choice for our customers everyday, with greater impact and stand out.

More paper, less plastic
“From eggs to marmalade, every one of our 280+ products adheres to strict organic standards, and are sourced, grown or reared by people who share our care and passion for great taste and quality. We’ve introduced 24 new products and removed approximately 20 tonnes of plastic annually by shifting to more paper-based packaging.

“It has been such a privilege to work on a brand that connects high-quality, clean food with such a powerful positive impact.”

Main image: Duchy Organic/Waitrose, via social media