Jamie Oliver is today (22 October) rolling out a range of on-the-go lunchtime products to Boots stores.
The line-up of 21 ‘Jamie Does Lunch’ products - which includes sandwiches, wraps, salads and dips - and was launched this morning in 100 stores in key commuter sites. The range offers some twists on classic recipes like Empire chicken salad, Bombay potatoes and Indian carrot salad, as well as less familiar options such as the Italian-inspired sandwich Muffuletta.
Prices will start at £1.95, with a promotion running until 13 November offering shoppers 50p off an item.
The launch will be supported by a PR campaign as well as in-store promotion including window materials, chiller headers and barkers.
Boots said research had found only 4% of Brits always made the effort to vary their lunch choice on a daily basis and 34% of us rotate between just three different lunchtime options.
“Lunch isn’t just about refuelling after a busy morning - it should be something to look forward to and enjoy,” said Oliver. “I wanted to make lunchtimes really exciting, so my range takes inspiration from all over the world, with everything from British classics to Moroccan flatbreads.”