Fresh Retail Ventures, the company behind the celebrity chef's food range, is introducing four chilled dips to Tesco Express stores later this month in chipotle chilli & cheese, red pepper & cannellini bean, spicy pepper & olive and pumpkin & chilli houmous flavours (rsp: £1.79 for a 150g tub).
"For me, a perfect evening is sitting round a table of tasty food with my favourite people," said Oliver. "I always have a selection of home-made dips in the fridge that I can lay out with loads of crunchy veg, breads and other bits and pieces for everyone to get stuck in. Now everyone can tuck into these exciting new flavours that I've been keeping secret."
The new range is part of plans by Fresh Retail Ventures to launch 60 new SKUs within Oliver's supermarket range this year (Jamie freshens range with Med-style NPD, The Grocer, 16 January, p28).
"We're developing into different and exciting categories, all with the same Jamie quality and value," said a Fresh Retail Ventures spokesman.