The Jamie Oliver deli by Shell range, which comprises 80 products, will launch on January 31 and promises more “fruit, veg, and colour”.
It will be rolled out in five petrol stations a week as celebrity chef Jamie moves into food on the go.
The launch comes after the high-profile woes at his restaurant chain Jamie’s Italian, which is closing 12 outlets and has swallowed nearly £13million of the TV cook’s own cash.
The collaboration with Shell comes after a recent Ipsos MORI poll revealed that more than half of Britain’s motorists want healthier choices available at forecourts.
Dad-of-five Jamie, 43, said: “I haven’t done anything on this scale before. I want to bring better and tastier choices to every part of Britain.
"It is for people on the move who want to try and live a bit better.”
It is part of his ambitious plans to have “the whole food industry in a better place within 10 years”.
The range – made in the UK with mostly British ingredients – includes wraps and sandwiches that have had “a Jamie update”.
Among the products will be a black pepper mayo BLT and a Mediterranean roasted vegetable & ricotta wrap.
There will also be salads, sushi and hot-pots.
The range also features a mealbox just for kids containing a rye bread sandwich, fruit, vegetables and a dip.
Oliver hopes the food will be chosen for its “deliciousness” and has pledged to keep innovating based on what customers choose.
The front-of-pack labelling will also have the traffic light system that shows the fat, saturated fat, sugar and salt content of the products.
Shell hopes the partnership with Oliver will increase sales at its forecourts. It may introduce the products to other countries if they prove popular.
Shell’s executive vice- president István Kapitány added: “Across the UK we’re seeing a growing trend towards healthier food, but it has to taste good and be convenient.”
Jamie Oliver put Barbecoa steakhouse chain up for sale due to rising costs.
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