Celebrity chef Jamie Oliver has revealed that Fresh Retail Ventures is adding 60 new SKUs to his supermarket range this year as well as introducing bold new packaging.
In an exclusive interview with The Grocer, Oliver said the company was responding to a gap in the market for more premium, Mediterranean-style ambient and chilled food.
"These new products are nothing elitist," he said. "It's easy to do cheap things but we are aiming for the mid-premium to premium, accessible and added-value market.
"My job over the past 10 years has basically been to understand the public's needs and, more than ever, the public wants value and surprises from their food."
London-based FRV has struck new supply deals with four licensees that will manufacture the new products. Cranswick Country Foods is supplying fresh pork, sausages and bacon for a chilled 'value-added pork' range and a chilled range of Italian-style charcuterie and filled pasta products.
Lincolnshire's QV Foods will supply a range of chilled vegetables pre-flavoured with butters, oils and dressings, while prepared salads and fruit will come from own-label supplier Salads To Go.
The final new licensee is The Sauce Company, which has created a range of chilled dips and dressings.
FRV will also continue to use existing suppliers Avilton Foods and Fiddes Payne. Avilton will make sauces and dried pasta but to improved recipes and Fiddes Payne is revamping its range of Jamie-branded herb grinders.
All the products will feature a colourful new packaging design and bolder image of Oliver to create more consistent shelf presence. FRV will discuss listings with retailers this month and expects the products to be on shelf from March.
"Executive director Guy Mottershead said switching to a pure licensing model, effectively handing back responsibility for dealing with retailers to manufacturing partners, had helped FRV focus on NPD
In an exclusive interview with The Grocer, Oliver said the company was responding to a gap in the market for more premium, Mediterranean-style ambient and chilled food.
"These new products are nothing elitist," he said. "It's easy to do cheap things but we are aiming for the mid-premium to premium, accessible and added-value market.
"My job over the past 10 years has basically been to understand the public's needs and, more than ever, the public wants value and surprises from their food."
London-based FRV has struck new supply deals with four licensees that will manufacture the new products. Cranswick Country Foods is supplying fresh pork, sausages and bacon for a chilled 'value-added pork' range and a chilled range of Italian-style charcuterie and filled pasta products.
Lincolnshire's QV Foods will supply a range of chilled vegetables pre-flavoured with butters, oils and dressings, while prepared salads and fruit will come from own-label supplier Salads To Go.
The final new licensee is The Sauce Company, which has created a range of chilled dips and dressings.
FRV will also continue to use existing suppliers Avilton Foods and Fiddes Payne. Avilton will make sauces and dried pasta but to improved recipes and Fiddes Payne is revamping its range of Jamie-branded herb grinders.
All the products will feature a colourful new packaging design and bolder image of Oliver to create more consistent shelf presence. FRV will discuss listings with retailers this month and expects the products to be on shelf from March.
"Executive director Guy Mottershead said switching to a pure licensing model, effectively handing back responsibility for dealing with retailers to manufacturing partners, had helped FRV focus on NPD
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