Sales of Waitrose’s Duchy Organic range increased 10% in 2020.
Waitrose said sales of chicken in the range surged 43% last year, vegetables were up 22% and sales of fruit increased 15%.
The news comes as the Soil Association reported overall organic sales up 12.6% to £2.79bn in 2020 – the category’s strongest growth in 15 years.
Waitrose has also rebranded the packaging of the 300-strong Duchy range to reflect its sustainability-led values. It said the revamped packaging illustrated the ethical and sustainable values the brand stood for.
The first items featuring the redesigned packaging hit shelves this week.
The Duchy Organic brand also raised £3.6m for charity in 2019 and 2020, bringing the total Waitrose has donated to charities to over £30m since it partnered with Duchy Originals, as it was then named, in 2009.