Planet Organic is teaming up with Waitrose in a deal that will see the organic supermarket’s own-brand health and wellbeing products available in stores and online.

A curated range of ‘trend-led and ethical’ products will become available on and in up to 50 Waitrose shops in 2023 as part of Planet Organic’s ambitious growth plans to bring its products to more customers.

In a relationship the retailers says highlights the shared brand values between the companies – sustainability, community, ethical business and provenance – Waitrose will also supply a range of products to Planet Organic stores next year.

Over the course of its 27-year history, Planet has proven to be a trailblazer in the sector

“This is another really significant development here at Planet, which we’re hugely excited about,” comments CEO George Dymond. “As well as a deep understanding of the organic grocery market, Planet Organic has built a very successful and comprehensive range in the wellness market – with vitamins, minerals and supplements driving recent growth. As a small and agile business, Planet Organic is able to spot trends and bring innovation to market swiftly, something which will play a really key role in this partnership.

“Waitrose is an iconic British brand, synonymous with quality and heritage, with a strong track record of building successful partnerships.”

James Bailey, executive director for Waitrose, adds: “We see Planet as an ideal partner in offering our customers the best in health and wellbeing products while building on our strategy to take Waitrose products to more customers.

“Over the course of its 27-year history, Planet has proven to be a trailblazer in the sector, championing innovative new brands, and is consistently at the forefront of the latest trends. Their ethos on delivering quality for customers, while prioritising suppliers, the planet and our communities aligns perfectly with ours, and we’re looking forward to working together in the new year.”