Nigella Lawson has partnered with Ocado to launch a range of exclusive recipes to feed a family of four for no more than £1.25 per portion.
The tie-up also sees the launch of a ‘Nigella Loves’ aisle on the Ocado website, featuring the TV chef’s favourite products available from the online supermarket.
The recipes – of which four have been released today with more to come over the next 12 months – feature store cupboard staples like peanut butter and HP sauce and are “designed to help the nation make the most out of their store cupboards this autumn and beyond” Ocado said.
Ingredients are chiefly “day-to-day essentials”, the resulting meals “all high on flavour and low on effort”.
The partnership is being promoted across social media, with video content showing Lawson – who it is claimed is a long-standing Ocado customer – answering the door to an Ocado delivery.
“From the novice cook to the adventurous foodie, we’ve always admired how Nigella makes home cooking accessible for everyone and can create unique flavour combinations using everyday ingredients,” said Laura Harricks, chief customer officer at Ocado Retail.
“Now more than ever, the nation is looking for ways to be savvy with spending, across food and energy consumption. This is why our exclusive recipes with Nigella require little energy to cook and use everyday, household ingredients in a unique way. Nigella isn’t just our new ambassador, she is also a long-standing Ocado customer. And while the recipes are low on price, they’re big on flavour,” Harricks added.
Research by Ocado has found close to two-thirds (57%) of households are on the hunt for more budget-friendly recipes this autumn, with more than half (54%) of Brits claiming they’ll be making more of an effort to use up ingredients “lurking at the back of the cupboard”.
The ‘Nigella Loves’ aisle includes Ocado and M&S own label products, as well as branded goods. Around 30 products feature, among them Bowl Grabber Primitivo wine, Colman’s Mustard and Method antibacterial all-purpose cleaner.
“I’m so thrilled to be joining with Ocado to come up with everyday recipes to make life easier and more delicious, and share with you the food I love at home,” Lawson said. “And, as a long-time Ocado shopper, it’s a particular pleasure to highlight the items I buy regularly and build my very own ‘Nigella Loves’ aisle, which I’ll be adding to often as I find new favourites. Sharing my enthusiasm and my food has always been a motivating force for me, and to be able to do this in connection with Ocado, with its huge and inspiring range of products is a real delight.”