Heston Blumenthal and Delia Smith join Waitrose

Can cutting-edge chefs create branded, packaged, and prepared food products for supermarkets that are better then what is already on the shelves?

Heston Blumenthal, chef of The Fat Duck, is trying to prove so — by introducing a range of branded foods in the UK’s Waitrose supermarket chain.

Not only is Heston launching a product range, he is also teaming up with TV cook Delia Smith in advertisements and infomercials about the new line and their recipes.

Waitrose’s web site describes the relationship:

Delia Smith and Heston Blumenthal will come together for the first time in a collaboration that will see these two top food icons in TV, press and online advertising. Both Delia and Heston will act as food ambassadors for the Waitrose brand; inspiring cooks, sharing their expertise and showcasing recipes – whilst offering tips and championing individual ingredients.

The question is, will the food rise above typical supermarket fare?

In the US, many celebrity chef products are no better, and often worse then non-chef branded products.

Case in point is Wolfgang Puck’s soups and frozen pizzas, which no better then other products without a chef’s name and the recipes, are essentially the same.

What’s in store for Waitrose customers?

They can already search for Heston and Delia’s recipes like Heston’s Boerewors Burger or Delia’s Half Time Saltimbocca Pork with Parma Ham, Sage & Marsala.

The Telegraph reports that

Supermarket customers will soon be able to pop vanilla mayonnaise as well as beef and kelp pie into their weekly shopping basket alongside their usual box of tea bags and loaf of bread.

At least customers won’t just be buying celebrity versions of current store offerings.

Waitrose already sells products from Jamie Oliver and Antony Worrall Thompson.

(Image of Delia Smith and Heston Blumenthal from Conventry Telegraph)

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