Fortnum & Mason is appealing to home cooks wanting affordable luxury, with the launch of a new ingredients range.
Described as the retailer’s “biggest-ever kitchen collection”, Fortnum’s Kitchen, which includes marinades, cooking pastes, oils and vinegars, has been designed to “add a generous dollop of Fortnum’s joy to the everyday kitchen experience”.
It launched alongside a range of new cookware at the retailer’s flagship Piccadilly store, and online, on 28 April.
The 25 new products would provide scratch cooks with “brilliant basics, secret ingredients and finishing flourishes”, Fortnum’s said.
It includes new flavoured pastes, including Miso & Black Garlic, Honey & Smoked Harissa Paste, and Fennel, Anchovy & Preserved Lemon Paste, starting at £6.95, in addition to a more premium range of nut pastes, including an IGP Piedmont Hazelnut Paste, which start at £8.95.
Meanwhile balsamic jellies in either Cherry and Rose variants – both £12.95 – act as complements for products from Fortnum’s cheese and meat counters, or as an addition to sauces and gravies.
The range also includes three new olive oil infusions, alongside a range of “brilliant basics” including Spanish, Italian and Greek extra virgin olive oils and a rose balsamic vinegar, which start at £18.95.
It’s finished with a selection of meal toppers including Lime and Green Chilli Hot Sauces.
“Fortnum’s has long been an authority in food, and this new collection is the latest step in our commitment to maintaining that legacy,” said Liz Morgan, Fortnum & Mason buying director.
“More than just a selection of pantry staples, Fortnum’s Kitchen is a thoughtfully curated range designed to inspire creativity, celebrate exceptional ingredients, and bring real joy to cooking – ensuring that home cooks have the finest tools and ingredients to create extraordinary dishes confidently.”
It’s the latest move by Fortnum’s as part of CEO Tom Athron’s strategy to make the 318-year-old retailer, which has traditionally been seen as a destination for rich tourists, “more relevant” to 21st century foodies.
It’s seen Fortnum’s invest heavily into its third floor by installing a new cooking studio and gin distillery in a bid to add “retail theatre”. At the same time Fortnum’s has also expanded the range of cookware products stocked at Piccadilly and has been adding new food-to-go propositions.
“The reality is, when we do the analysis on our customer base, they are telling us that they are increasingly interested in food. Not just eating food but preparing food. They’re interested in understanding where that food comes from,” Athron previously told The Grocer.
It’s also continuing to expand its online business. Having launched a trio of new tea subscription services, as well as a new on-demand partnership with Zapp in March, Fortnum’s plans to launch a new loyalty programme ahead of the summer.
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