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.