"Burberry" and "Cadbury"...brands threatened with losing "royal support" after the death of Queen Elizabeth

Nearly six hundred of Queen Elizabeth II's favorite brands risk being deprived of royal support, and these companies have to wait for the approval of her successor, King Charles III.

From Fortnum and Mason teas to Burberry coats to Cadbury chocolates to manufacturers of dog food or hand vacuums... many brands are at risk of losing their royal standing.

If the companies do not obtain the approval of the new king, they will have two years to remove the royal seal that distinguishes them as the preferred suppliers of the British monarch.

In his previous role as Prince of Wales, Charles bestowed his own royal seal on over 150 brands.

This royal support symbolizes above all the quality of the product.

The Royal Support Certificates Association said holders receive "the right to display the appropriate royal emblem on their products, packaging, stationery, advertisements, buildings and vehicles".

For some companies, royal support is an important way to get their businesses going, even if the real impact on sales is hard to measure.

Fortnum and Maison was the official grocer's supplier for Queen Elizabeth II, and tea merchants and grocers for the Prince of Wales.

"We are proud to have had the support of Her Majesty since 1954, and to have served her and the royal family throughout her life," the London luxury store said.

The Fortnum & Maison brand has a long history of close collaboration with the royal family, creating the Royal Blend tea for King Edward VII in 1902.

The Twinings also had royal backing as a supplier of tea and coffee to Queen Elizabeth and the Prince of Wales.

Beverages and Bags

Among other brands that have benefited from their association with Queen Elizabeth, the beverage brand is Dupont, the main ingredient in her favorite cocktail, Dupont and Jane.

And Lawner, who has been proud to supply the Queen with handbags since 1968, is in danger of losing precious royal support.

However, Barbour jackets, particularly suited to rural life in British weather, were the official manufacturer of waterproof protective clothing for both Queen Elizabeth and her eldest son.

But for brands less associated with Queen Elizabeth in the public mind, royal support is "above all, a recognition of skills and tradition," Christian Porta, managing director of global business development at Dupont's owner, Bruno Ricard, told AFP. ".

However, there is strong competition in this area, as the brands of "Bollinger", "Krog", "Lanson", "Laurent-Perrier", "Louis Roderer", "Moy & Chandon" and "Vove Clico" Also, bears certificates of ownership support.

Stricter standards

Consumer brands also enjoy the Royal Seal of Support, including Heinz's ketchup brand and cans of baked beans adored by the British.

For Keylogger, a US company, "It's good to have such a strong connection with the UK," said Paul Wheeler, a spokesman for the British brand.

Wheeler explained that the company had been supplying the royal family continuously during the reign of Queen Elizabeth, which lasted 70 years.

"We used to have a special truck, called Genevieve, just to get the grain to the royals straight from the factory," Wheeler added.

There is no financial cost to obtain royal support, and suppliers continue to provide their services to donors on a commercial basis, while members of the royal family are also free to use the services of other suppliers.

Royal Certificates of Support last for five years, but renewal criteria have been tightened.

"It's not just about giving a perfect service," Wheeler said, "you have to show that you're a good employer", especially when it comes to human rights.

As a result, the Certificate of Royal Support is the quality assurance that some Britons use when selecting their goods and services.

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