Heston Blumenthal has expressed his satisfaction at the end of his 12-year partnership with Waitrose following the supermarket’s decision to drop him. The partnership had seen the Michelin-starred chef starring in TV adverts and helping boost sales. Waitrose bosses reportedly tired of his ‘unpredictability’ and ended the contract, which was worth ‘hundreds of thousands of pounds a year’.
Blumenthal, 56, has expressed his fury at the decision, stating, ‘This is so disgusting’. He is distraught by the comment about his alleged ‘unpredictability’, which he believes is linked to his genius for coming up with unlikely dishes such as snail porridge and egg-and-bacon ice cream. ‘Unpredictable to me is a non-linear process that turns to creativity,’ he says.
Initially focused on festive food, the Heston from Waitrose range proved hugely popular. One year, his orange Christmas pudding was in such demand that it was being sold online at 15 times its retail price after it sold out in shops.
Blumenthal has revealed that he plans to relaunch some of the products he created for Waitrose, stating, ‘We are evaluating the positioning of each product that has been sold in Waitrose — some of them are our Intellectual Properties, whereas some of them are joint. Within the next six months, we plan to relaunch those products with the new brand name, for example Heston’s.’
The chef moved to France in 2019, a year after having a child with French estate agent Stephanie Gouveia, 35. In January, it was reported that the chef, who also has three grown-up children with ex-wife Zanna, was engaged to French businesswoman Melanie Ceysson.
»Heston Blumenthal expresses satisfaction on end of 12-year partnership with Waitrose«
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