22 October 2012 10:26
Today sees the launch of a new "on the go" food range from Jamie Oliver in collaboration with Boots. The celebrity Chef is lending his name to a new sandwich and snack range from Boots, as the retailer attempts to take a bigger bite of the market in feeding millions of office workers.
Recent research by Boots revealed that only 4% of us always make the effort to vary our lunch choice on a daily basis and 34% of us rotate between just three different lunchtime options. With this in mind, Boots and Jamie Oliver have paired up to offer a range of 21 different sandwiches, wraps, salads and dips. Prices will start from £1.95 and consumers are offered 50p off until November 13th.
In a further attempt to diversify their business from pharmaceuticals and beauty products, Boots-which is owned by the Alliance Boots group-has been steadily broadening its focus to include food sales too. Earlier this year, it was reported to be in talks with the group behind grocers Budgens about stocking its products.
For Jamie Oliver, who ended a long-term relationship with Sainsbury's recently, this marks his first "on the go" food offering on the high street. He commented that "only the best ingredients have been used to make sure everything is bursting with flavour and, because it's at Boots, one of our tasty nutritious options are never too far away."
Boots hopes it will rival the success of its popular Shapers meal deal, which is designed to provide a full meal to health-conscious consumers for under 500 calories.