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Jarrold’s tasty additions

Jarrold of Norwich (the retailer representing UK retail excellence as the gia UK winner this year) has successfully launched its own brand food and drink. The initial launch comprised 25 products from 15 producers, including Jarrold Gin, heritage mustard, jams, marmalades, biscuits, chocolate and beer. Many of these are now appearing among Jarrold’s cookshop and tableware displays.

“Jarrold is very proud of its heritage and is passionate about good food and drink, so launching our own brand is a natural step,” reports Chris Parsons, manager of cookshop and deli. Every own brand product has been developed exclusively for the retailer in collaboration with local, independent artisan producers (mostly from Norfolk).

Jarrold’s ceo Minnie Moll points out that the range “reduces food miles and puts money back into our local economy.” She also explains how the new products reflect Jarrold’s history for the store’s 250th anniversary this year: “Our tagline for the range is ‘Our Type of Food,’ which refers not only to the to the great quality we demand but also to the typography on the labels.

Above: Some of Jarrold’s own brand products, which have the tagline, ‘Our Type of Food.’
Above: Some of Jarrold’s own brand products, which have the tagline, ‘Our Type of Food.’

“Jarrold was one of the premium printing operations in the world and pride in our printing heritage inspired our packaging design. The letters on the labels is from an original old typeface from the John Jarrold Printing Museum. Each one has been lovingly rediscovered by creative director Bobby from The Click in Norwich, printed on an old print press in the Museum and then transferred onto our labels.”

* Jarrold is marking its 250th anniversary with a bespoke mug by Emma Bridgewater. It has also published a book on the history of the business, with all staff receiving a copy as a gift. The store will be rolling out a year of celebratory activity, which aims to thank loyal customers and employees for their role in the business’ continued success.

* Jarrold will be honoured at the gia (Global Innovation) Awards [more HERE] night on March 14 in Chicago (coinciding with The Inspired Home Show (March 14-17).  The awards are organised and globally sponsored by the IHA and The Inspired Home Show, with Progressive Housewares as UK sponsor. See and

* Jarrold’s deli is a finalist in The Guild of Fine Food’s annual Shop of the Year 2020 awards.


Top: One of Jarrold’s new own brand products is part of a glassware display near the store’s wine bar.

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