From HP sauce to Burberry, the future of the Queen's endorsements is up in the air - CBC.ca

They are often stocked with the same items personally selected by Her Majesty The Queen and other members of the Royal Family, marked by what's known as a royal warrant.

Popular products such as HP Sauce, Kellogg's Corn Flakes, Burberry clothing, Clarins skin care or Elizabeth Arden cosmetics can all display a royal coat of arms, marking them as a product chosen by Her Majesty.

Chatur's company is the Canadian manufacturer of Hypnos mattresses, one of more than 700 brands that currently hold a royal warrant.

That means the brand carries the stamp of approval from Queen Elizabeth, and the company can display signage indicating that "By Appointment to HM The Queen," Hypnos products are official royal bedding and upholstery manufacturers.

"If it's good enough for the late Queen, then it's definitely good enough for a consumer," said Chatur in an interview with CBC Radio's The Cost of Living. Both Queen Elizabeth and the Queen Mother issued royal warrants for Hypnos mattresses, according to Chatur.

Royal warrants have been granted by the Royal Family since the 15th century, with royal coats of arms being displayed by businesses since the 18th. .

While it's difficult to attach a dollar (or pound) figure to the brand equity granted by royal warrants, the mark of quality is still important for many consumers.

According to the Royal Warrant Holders Association, when the person sitting on the throne changes, existing businesses may continue to display a royal coat of arms for up to two years.

But the royal warrant itself, if it was issued by the late Queen, becomes void.

The Royal household will now have to review who was granted the seal of approval, said the Royal Warrant Holders Association in an email to CBC Radio.

Gordon's gin, holder of a royal warrant as official gin distiller to HM The Queen, may no longer be as favoured as her Royal household is, technically, defunct and replaced with a new monarch's. .

Companies or businesspeople who hold a Warrant do not provide their products for free, according to the Holders Association, and do not pay for the royal warrant itself.

They also are not the exclusive providers of products to the Royal household; a member of the Royal Family can purchase from anyone with or without the official seal of approval.