(London) Fortnum & Mason teas, Burberry raincoats, but also beans and dog food: With the death of Elizabeth II, the Queen’s 600 favorite brands lost their royal mandate and now have to wait for the new monarch’s approval.
Posted at 7:56 am
If they have the favor of Charles III. if they don’t win, they have two years to remove the seal identifying them as regular purveyors to the royal family. As a prince, Charles had already bestowed it on more than 150 stamps.
Above all, it is a guarantee of quality: “Owners of a royal purveyor receive a magnificent certificate and the right to provide their products with the appropriate royal seal,” says the Association of Royal Purveyors.
But for some of these companies, their tie to royalties is a strong selling point, although it’s difficult to measure the actual impact on revenue.
Fortnum & Mason, supplier of tea to the Royal Family, ensures in all its communications that it is “proud to have held a warrant from Her Majesty since 1954 and to have served her throughout her life with the rest of the Royal Family”.
The luxury retailer, who claims her ‘Royal Blend’ tea was created for King Edward in 1902, won’t lose her mandate as she also holds a mandate bestowed by Prince Charles.
Another big name in tea, the Twinings brand is also one of the royal family’s suppliers.
Dubonnet and champagne
Among the other brands to benefit from her association with the Queen is the wine-based aperitif Dubonnet, one of the two ingredients in her favorite cocktail, Dubonnet & Gin, according to the British press.
In terms of clothing and accessories, Launer, which sells handbags with which the Queen has been inseparable, has been proud to supply the sovereign since 1968 but now risks losing its prized cachet.
In contrast, Barbour jackets, which were particularly suited to the capricious weather of the United Kingdom, were used by Charles III. just as appreciated as by his mother.
The brands do not pay royalties for this prestigious mandate, nor do they make the crown available for free or at preferential rates.
For those less associated with the Queen in the collective imagination, the brief is “above all, a recognition of know-how and tradition,” Christian Porta, deputy general manager of Pernod Ricard, owner of Dubonnet, tells AFP .
The French wine and spirits multinational has two mandates, for Dubonnet, but also for Mumm champagne (the champagne-loving royal family also bestows its seal on Bollinger, Krug, Lanson, Laurent-Perrier, Louis Roederer, Moët & Chandon, and Veuve clicquot).
Consumer brands also have the royal mandate, like Heinz, known for its ketchup and especially its white beans in tomato sauce, revered by the British, or a variety of dog food.
For Kellogg’s cereals, “It’s good for an American brand like ours to get a foothold in the UK,” explains Paul Wheeler, the brand’s UK communications manager.
According to him, Kellogg’s has been supplying the royal family since the end of the reign of George VI, father of Elizabeth II: “We had a truck dedicated to supplying the royal family that went from our factory to the palace, and it was nicknamed Geneviève wore,” he says.
From now on, the criteria for extending the term of office have been tightened every five years: “It’s no longer just a matter of providing impeccable performance, but also of showing that we are a good company”, with particular criteria for respecting human rights, adds he added.
As a result, the royal seal is also a “guarantee of quality” that some Britons can use when choosing their products.