The company behind Jamie Oliver's burgeoning range of branded food and non-food products has begun a review of operations, but insists the brand is "doing well" and will continue to control the licence.
David Page, MD of Fresh Retail Ventures, which handles the licensing, sales and marketing for the Jamie Oliver brand, said it was reviewing whether its current business model was the best way to grow the £7.5m-sales business.
Page was forced to admit the review after rumours began circulating in the trade that the company was shutting down its operations. He blamed rivals for scare-mongering. "I think a lot of this is just gossip from our rivals," he said. "The brand is doing very well and we want to assure customers that it is business as usual."
The review would be completed by Christmas, he said, and he admitted redundancies were a possibility. The company currently employs 15 people at its offices in Greater Manchester.
However, Page maintained FRV would continue to operate the licence for the brands. One option the company was considering was that while it retained the licence, it would hand responsibility for sales, marketing and other dealings with retailers back to the manufacturers. A similar tactic has been employed by Prince Charles' Duchy Originals brand since May this year.
The company, in which Jamie Oliver has a 50% stake, relaunched in March, and includes bagged salads, herbs and pasta, as well as pasta sauces. FRV has predicted sales of £16m within two years.
David Page, MD of Fresh Retail Ventures, which handles the licensing, sales and marketing for the Jamie Oliver brand, said it was reviewing whether its current business model was the best way to grow the £7.5m-sales business.
Page was forced to admit the review after rumours began circulating in the trade that the company was shutting down its operations. He blamed rivals for scare-mongering. "I think a lot of this is just gossip from our rivals," he said. "The brand is doing very well and we want to assure customers that it is business as usual."
The review would be completed by Christmas, he said, and he admitted redundancies were a possibility. The company currently employs 15 people at its offices in Greater Manchester.
However, Page maintained FRV would continue to operate the licence for the brands. One option the company was considering was that while it retained the licence, it would hand responsibility for sales, marketing and other dealings with retailers back to the manufacturers. A similar tactic has been employed by Prince Charles' Duchy Originals brand since May this year.
The company, in which Jamie Oliver has a 50% stake, relaunched in March, and includes bagged salads, herbs and pasta, as well as pasta sauces. FRV has predicted sales of £16m within two years.
No comments yet