Waitrose print, online and on national television, featuring celebrity chefs Delia Smith and Heston Blumenthal. In 1983 Waitrose became the first major supermarket chain to sell organic food, and by 2008 it had an 18% share of the organic food market. In September 2009, Duchy Originals, the struggling organic food business started by Prince Charles was rescued by Waitrose, which agreed to an exclusive deal to stock the range, and to pay a small fee to his charity. In return Prince Charles visited Waitrose shops and dined with senior Waitrose executives and their spouses. In August 2010, the Duchy range was
Ambrosia (food brand) demand, the creamery opened a new factory near to the original production facility. In 1990 the entire company was acquired by Colman's Ltd., a famous brand of mustard. This in turn was bought out by Unilever in 2001. Unilever sold the brand on in 2004, to Premier Foods, where it is still a core brand, alongside others such as Bisto, Branston and Hovis. In November 2018, Premier Foods announced that they are about to sell the Amrosia factory and brand in a move to focus on its growing brands, such as Batchelors and Mr Kipling, and to accelerate the rate