This is exciting!
Today the office is buzzing with excitement. After 18 months of hard work, we launched the first of our delicious new range of food products with the goal of elevating and invigorating the frozen and store cupboard aisles across supermarkets. It’s been a gargantuan team effort across all parts of the business. At the heart of it, Jamie and his food team have worked tirelessly - pouring 20 years of his cooking expertise, his sourcing standards, his infamous twists - into a range that will make taste buds tingle with delight. The beautiful eye-catching packaging has been designed by our talented in house art team; our nutritionists have made sure we stick to our 70% Nutrient Profile Model target across the entire range; our clear labelling sets a high bar and all of the products, as part of our company wide circular funding model, will directly contribute to the stellar work of our Ministry of Food Foundation. Rooted in his most popular recipes spanning Comfort Food, Naked Chef, Jamie’s Dinners, Jamie Cooks Italy and more, first off the ranks is our new frozen meal centre range. Jamie has always been a champion of the freezer and we knew we’d create meal time options that make consumers rethink their freezer expectations. Next level deliciousness from his Mighty Moussaka, Veggie Lasagne, Comforting Cottage Pie, Beef Bourguignon, Chicken Tikka Masala and more. Plus a frozen veg range filled with taste and goodness and finally, a frozen potato range that sets a new high in taste - chips cooked in beef fat, the ultimate mash, hasselback potatoes and garlic and rosemary roasted! Simple, easy and tasty. So why a frozen meal range? Isn’t Jamie a chef who wants to inspire us to cook more? Our desire to get Britain cooking hasn’t changed but we know that people are busy. It’s unrealistic to expect busy people to cook from scratch every night. These meal centres and frozen sides give high quality, high taste options from a trusted chef that’s now available for everybody. We’ve always believed in balance - you’ll see that across our restaurants and books. And with our new digital website filled with hundreds of recipes and hacks and the new Simply Jamie book crammed with simple, fast and gorgeous recipes, we are covering all the different gears for how people cook today. And there’s more to come. We’ve got 27 new storecupboard solutions across grains, pastes and meal pouches coming to major supermarkets later this year. We set out to do something really special. And I believe we have.