Waitrose has refreshed its Duchy Organic range as the latest part of its premium own-brand refresh.

This week the supermarket chain filed new branding with the Intellectual Property Office, including a new logo, and green, black and yellow colour scheme, reported The Grocer.

Alongside the branding revamp, the upmarket grocer is also thought to be refreshing the product line-up, with a new range set to launch in autumn 2025.

The news follows Waitrose relaunching its premium No.1 range last year, to include nearly 200 new and improved products.

The line, which now includes over 600 items, offers premium ready meals, dips, pasta & sauces, coffee, desserts and bakery treats, as well as fresh meat and fish.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

It also underwent a packaging design refresh, which Waitrose said was tailored to ensure “a premium feel for all the range and to reflect the high quality of the products inside”.

In October, the supermarket launched a new campaign celebrating the range, in which, in a nod to the premium range’s name, featured the tagline ‘No.1 always comes first.’

Speaking at the time, Waitrose customer director Nathan Ansell said: “Our No.1 range is the ultimate brand for food lovers and this tongue-in-cheek campaign highlights what really matters to our customers when it comes to food. They want the very best in quality and taste and have a refined appreciation for excellence.”