Jamie Oliver extends brand to Boots sandwich and snack range

Celebrity chef Jamie Oliver is to broaden his brand from restaurants, kitchenware and books with a new range of sandwiches and snacks developed exclusively for Boots.

The Jamie Does Lunch range has been devised by the chain in a bid to entice office workers into its stores, promoting it as the UK’s first ‘deli-inspired’ lunchtime range.

This includes a range of salads, wraps, sandwiches and dips including the Italian-inspired ‘Muffuletta’.

Boots is angling the new range toward health-conscious consumers after the successful launch of its Shapers meal deal, a range of meals which contain fewer than 500 calories each.

It forms part of a wider diversification strategy to expand beyond its core business of providing pharmaceutical and beauty products.