Jamie Oliver

Jamie Oliver wants more passion and personality in his food and cookware brand

The Jamie Oliver food and cookware range is being revamped in a bid to “better reflect the chef’s personality and passion for food”.

Jamie Oliver Ltd has appointed design agency Dragon Rouge to create a new look over the coming months. When the company developed the current branding four years ago, its aim was to establish a consistent look that would stand out on shelf. Now, it wants to inject more personality into the range and whet the appetite of consumers.

“The existing range has a strong design and good standout but it doesn’t reflect Jamie’s passion for food or have a huge taste appeal,” said Kerri Palmer, brand licensing controller at Jamie Oliver. “We anticipate the revamp will help drive sales at fixture.”

She added that the Jamie Oliver lunchtime range at Boots had been “a real success” and had attracted upmarket consumers. “We’ve also seen significant success and listings with Waitrose and The Co-op with our Italian range of sauces, pesto and olive oils.”

Palmer said the company also had to consider its international customers in the redesign as more than 60% of Jamie Oliver’s food product sales were made abroad.

Over the past year, his Italian range of sauces and oils has launched in 13 countries, taking the number of countries where the products are sold to 39. Last month, Canada’s second-biggest supermarket, Sobeys, teamed up with Oliver to launch a Better Food for All brand positioning. He is backing a new ad campaign and has launched a range of exclusive products for the retailer.