Waitrose will supply around 20 food and drink products for services across the continent from tomorrow, marking the firm’s first attempt to offer its products in northern Europe.
The supermarket has sold its wares through B2B channels before. It spent three years providing snacks to Boots, but wound up the long-term trial in 2012.
It also has a contract to supply British Airways with a small range of food for its Club Kitchen menu.
“To be the first food brand that Eurostar’s customers experience when they are visiting Britain is tremendously powerful as we seek to expand our presence within northern Europe,” said Waitrose B2B director David Morton in a statement yesterday.
Waitrose, the grocery arm of the John Lewis Partnership, grew its export business 20 per cent to £25m in the year to January 2013, and now stocks in 45 countries. Much of its export sales come from supplying Waitrose products to grocery shops in overseas markets as far afield as South Korea and the Falklands.
The firm last week posted a 9.9 per cent rise in sales compared to a year ago, helped by a 41 per cent jump in online transactions.