Can cutting-edge chefs create branded, packaged, and prepared food products for supermarkets that are better then what is already on the shelves?
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.
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.
(Image of Delia Smith and Heston Blumenthal from Conventry Telegraph)