In many cupboards, bathroom cabinets – or even on the side of some trucks – the Queen’s Royal Coat of Arms has symbolized to consumers that the same products adorn castles and palaces.
But all of that is about to change.
When Queen Elizabeth II died at her Scottish estate in Balmoral, more than 600 Royal Warrants went with her.
These symbols on packaging or websites not only show that the companies meet high standards, but also regularly supply the royal household.
However, the Royal Warrant Association has said these companies must now reapply for their warrants. They are reviewed after a change of incumbent sovereign, but corporations can continue to use the Royal Arms in connection with business for up to two years.
- Listen: Shop like the Queen
At Crown Paints in Darwen, Lancashire, they hope to keep that special relationship going.
“It’s a real badge of honor and we’re really proud of it,” says Head of Marketing Katie McLean, adding that it has become a key factor in attracting and retaining employees.
“We have people who have worked here for generations, whose family worked here in the 1960s when the Queen visited us.”
The company was granted a Royal Warrant by King George VI in 1949 and renewed by the Queen in 1955.
A metal crest hangs high above the main doors of the head office and the company has recently supplied paint for the Sandringham Estate and Frogmore Cottage.
Although Katie admits it’s good for business – and good for exports – she says the warrant goes much deeper: “It’s given everyone here at Crown a sense of pride but also responsibility. It means we’ve been working with community projects here and always at the forefront of sustainability,” she said. “We’re going to keep doing that and hope that we and the King are aligned with that.”
Sustainability – and the environment – are the words that keep popping up when discussing the potential aspirations of King Charles III with companies. speaks.
The 180 warrants Charles issued as Prince of Wales will survive now that he is king because they are part of the household, not the title.
Many of the products associated with the Queen are of very high quality; Fortnum & Mason treats, champagne and horse supplies. Others include household items such as Marmite, Twinings Tea, Tate & Lyle sugar, Cadbury’s chocolates and Heinz sauces.
Heinz has been supplying royal households since 1951 thanks to some close connections when it bought Lea and Perrins. The latter even made a tiny miniature bottle for the children’s dollhouse at Windsor Castle in 1924.
Originally stocked in department stores as luxury items, Heinz merchandise is now a staple in many kitchens across the country.
In May 2009, the Queen and Duke of Edinburgh visited the Heinz factory in Kitt Green, near Wigan, to celebrate the 50th anniversary of its official opening, a Heinz spokesman said.
And they’re not the only American family favorite on the list.
Kellogg director Paul Wheeler says the company has such a long history of serving cereal to the Queen that they once had a small van called Genevieve to deliver to the palace.
“These days, royals get their cereal from us through their regular grocers,” Paul added, but said it was a privilege to hold the warrant for the Queen’s entire reign and part of that of her father, King George VI .
As an American company, the warrant was a boost for Kellogg’s. Although the coat of arms is a mark of quality for their products, it is not on every box.
The Manchester manufacturing facility is Kellogg’s largest in Europe, but boxes shipped to the Republic of Ireland, for example, do not include the crest.
Change also marks a moment of opportunity. Consumer behavior expert Dr. Amna Khan says that similar to Red Tractor or Fairtrade, such marks are shorthand for purchasing decisions.
“They streamline purchasing decisions and these products will make consumers feel elevated by buying status and nostalgia.”
dr Khan suspects King Charles III’s warrants will continue the modernization trend: “We will see newer brands that connect better with consumers,” she said.
“That’s the best endorsement a product can get. All that any logo wants to say is that [this company is] different and distinctive – and it doesn’t get much more pronounced than the royal family.”
Of course, companies can also fall out of favor.
In 1999, the Palace decided to end royal support for tobacco company Gallaher – makers of Benson & Hedges and Silk Cut cigarettes – and end a 122-year deal with the company.
The palace said at the time it was due to a lack of demand from the royal household, but commentators said King Charles – a fervent anti-smoker – was reportedly instrumental in the pullback. It has been welcomed by anti-smoking groups.
The king and queen consort are now empowered to issue an arrest warrant. There is also an expectation that the new king will give his son and heir, Prince William, the opportunity to issue his own warrants.
However, it remains to be seen which kind of companies will be honored.
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