Providence Deli range to hit Waitrose shelves

Providence Deli – a new range of on-trend cooking ingredients – will launch with five products featuring in 40 Waitrose stores from the first week of May.

The Providence Deli brand was created by licensing agency Golden Goose, in partnership with design agency Crumpled Dog as a result of their experience working together on a range of products for retailers – including the Euphorium, Bakery Project and Giraffe brands.

The range will include a dairy free pesto, Black Olive Paste, Fiery Harissa, Sweet Onion Relish and Sun Dried Tomatoes. It is targeting anyone who, according to Providence Deli director, Adam Bass, "regularly cooks from scratch and needs inspiration for quick, wholesome family meals."

It will initially only feature in the kosher section, with products also being suitable for vegetarians and dairy free consumers. Prices will range from £2.69 to £2.99.

Bass commented: "Our aim is to shake up the kosher aisle and bring these loyal, high spending consumers, superior, unique products that are on-trend and high quality. We have launched many new products at retail and it’s an amazing learning exercise to launch our own range."

Christian Stanley, director of Crumpled Dog Design, added: "After having worked for many years on our retail clients’ brands, it is very exciting to develop a brand from scratch."

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