‘I’m glad the contract expired’: Heston Blumenthal’s fury as Waitrose ends 12-year partnership with celebrity chef ‘after becoming tired of his unpredictability’
- Partnership saw Michelin-starred chef star in TV adverts and help to boost sales
- But bosses at the John Lewis-owned supermarket tired of his ‘unpredictability
Heston Blumenthal has said he is ‘pleased’ his 12-year partnership with Waitrose has ended after the supermarket became ‘tired of his unpredictability’.
At the weekend, The Mail on Sunday disclosed that Waitrose had decided to drop the chef after a partnership which saw the Michelin-starred chef starring in TV adverts and helping boost sales.
Bosses at the John Lewis-owned supermarket chain were said to have ended Blumenthal’s contract, worth ‘hundreds of thousands of pounds a year’, after tiring of his ‘unpredictability’.
It has infuriated the chef, 56, who said: ‘This is so disgusting.’
He added: ‘I am pleased the contract has expired.’
Heston Blumenthal has said he is ‘pleased’ his 12-year partnership with Waitrose has ended
Bosses at the John Lewis-owned supermarket chain were said to have ended Blumenthal’s contract after tiring of his ‘unpredictability’
The comment about his alleged ‘unpredictability’ has made the chef boil over.
He suggests it’s 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 put up for sale online at 15 times its retail price after it sold out in shops.
Blumenthal added: ‘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.
Initially focused on festive food, the Heston from Waitrose range proved hugely popular
‘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, I disclosed that the chef, who also has three grown-up children with ex-wife Zanna, was now engaged to French businesswoman Melanie Ceysson.
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