Waitrose tie-up with chef Ottolenghi a hit

Following their launch across Waitrose stores nationally in April, the range of 9 cooking pastes, spice mixes and marinades have exceeded sales expectations by 97% due to unprecedented demand, according to The Grocer magazine.

Ottolenghi’s cuisine, with an emphasis on vegetables and pulses with a Mediterranean and Middle Eastern flavour, has become increasingly popular with UK consumers, especially foodies interested to try out new recipes at home. The range includes items such as shawarma marinade and Aleppo red chillies, along with Pomegranate Harissa, which has been the top-selling item in the first weeks following launch.

This marks the first collaboration with a top chef since the retailer’s association with Heston Blumenthal which ended last year after a long period of partnership. Waitrose is steadily expanding its offer, keen to establish its points of difference especially in range and quality of authentic food and drink ingredients versus its competitors.

The move is also indicative of the UK consumer’s undying curiosity for new tastes and flavours, something all suppliers of great tasting products with provenance, made to high ethical standards, if thinking about approaching the UK market.

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