Jamie Oliver is hoping to extend his presence in supermarket fresh produce aisles by broadening distribution and launching more salad products under his name.
Jamie Oliver Summer Salad recently gained a new listing with Tesco, going into 400 stores at the end of last month having previously only been available in Morrisons.
Salad supplier Salads To Go, which produces the salads and is part of the same group as Florette, said it was now in “active discussions” with other retailers to further increase distribution and was also working on new Jamie Oliver-branded prepared salad mixes. It would not be drawn on what the new products were, but said it planned to release details about the upcoming range “in the coming months”.
The Jamie Oliver Summer Salad contains red salanova and can can lettuces, as well as sorrel and micro radish. It comes with a cucumber and crème fraiche dressing and currently costs £1 for an 80g bag in Tesco.
A winter salad on sale in Morrisons last year will be relaunched this year with a new mix of leaves.