Recently voted the world’s sexiest chef, Novelli is the second Michelin-starred chef in as many weeks to move into grocery following Gordon Ramsay’s venture into fine dining meal kits (The Grocer, September 18, p64 ).
A range of three premium cooking sauces using Novelli’s recipes - Mushroom, Caramelised Onion & Pancetta, Tomato & Vegetable Provencale and Roasted Sweet Onion & Cumin - will be available from November (rsp: £1.49 to £1.59 for a 340g jar).
“What’s in the jar is exactly what I want,” said Novelli. “I’m not trying to be any better than other sauces - just more interesting through combining different ingredients.”
Novelli described the sauces as his introduction to the grocery market and added that he was keen to extend the range and lend his recipes and face to other product categories. He added: “I believe I have something to offer.”
The sauces are produced, distributed and marketed by LB Foods - a new company set up by former Blue Dragon brand manager James Le Bouedec.
“It’s not about celebrity branding,” insisted Bouedec. “It’s more about quality assurance. Putting LB Foods on the jar doesn’t say much.”
Novelli will promote the sauces when he appears at the BBC Good Food shows and Vive La France at London’s Olympia.