Queen Elizabeth’s favorite products risk losing the Royal Warrant

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Holders of Royal Warrants who have been awarded the honor may display the Royal Arms on their products, packaging, premises and vehicles STEFAN WERMUTH, ANDREW COWIE POOL. Photo: AFP/File

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Holders of Royal Warrants who have been awarded the honor may display the Royal Arms on their products, packaging, premises and vehicles STEFAN WERMUTH, ANDREW COWIE POOL. Photo: AFP/File

The death of Queen Elizabeth II means around 600 of her favorite brands risk losing their royal warrant and must now await the approval of her successor, King Charles III.

Fortnum and Mason teas, Burberry raincoats, Cadbury chocolate and even manufacturers of brooms and dog food are among those facing the loss of royal prestige.

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If they do not obtain the approval of the new monarch, they will have two years to remove the seal that marks them as preferred suppliers to the sovereign.

In his former role as Prince of Wales, Charles issued his own royal warrants to more than 150 Marks.

The mandate is above all a mark of quality.

Holders receive “the right to display the appropriate Royal Coat of Arms on their product, packaging, stationery, advertising, premises and vehicles”, the Royal Warrant Holders Association said.

For some companies, the royal endorsement is a powerful selling point, although it’s hard to measure the true impact on sales.

Fortnum and Mason were the Grocers and Grocers appointed by Queen Elizabeth, and the Tea Merchants and Grocers appointed by the Prince of Wales.

“We are proud to have held a warrant from Her Majesty since 1954 and to have served her and the Royal Household throughout her life,” said the luxury department store in London.

Fortnum and Mason have a long and close history with the royal family, having created Royal Blend tea for King Edward VII in 1902.

Twinings also had royal warrants as tea and coffee merchants to Queen Elizabeth and the Prince of Wales.

Dubonnet and champagne

Other brands that benefited from their association with Queen Elizabeth included the aperitif made with Dubonnet wine – the key ingredient in her favorite cocktail of Dubonnet and gin.

Launer, which prided itself on supplying the sovereign with its ubiquitous handbags since 1968, now risks losing its precious cachet.

However, Barbour jackets, particularly suited to country life in the British climate, were the official manufacturers of waterproof and protective clothing for Queen Elizabeth and her eldest son.

But for brands less well associated with Queen Elizabeth in the minds of the public, the royal mandate is “above all, recognition of craftsmanship and tradition”, Christian Porta, managing director of global business development at Pernod Ricard , owner of Dubonnet, told AFP.

The French wine and spirits multinational holds mandates for Dubonnet but also for Mumm champagne.

However, in this field, it has some competitors: Bollinger, Krug, Lanson, Laurent-Perrier, Louis Roederer, Moët et Chandon and Veuve Clicquot also hold royal warrants.

More stringent criteria

Mainstream brands also have the royal seal, including Heinz, known for its ketchup and cans of baked beans, beloved by Britons.

For Kellogg’s cereals, as an American company, “it’s nice to have such a strong connection to the UK,” said Paul Wheeler, spokesman for the brand in Britain.

He said the company had supplied the Royal Family continuously during Queen Elizabeth’s 70-year reign.

“We used to have a special van, called Genevieve, just to deliver cereal to the royal family straight from the factory,” Wheeler said.

Obtaining a Royal Warrant is free and the Providers continue to provide their services to the Licensor on a commercial basis, while the Royal Family is also free to use other providers.

Royal mandates last for five years, but the criteria for renewal have been tightened.

“It’s not just about delivering perfect service,” Wheeler said. “You have to show that you are a good company”, especially when it comes to human rights.

As a result, the royal warrant is a guarantee of quality that some Britons will use when choosing their goods and services.

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