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Boots launches Jamie Oliver range

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Health & beauty retailer Boots has today announced the launch of a new lunchtime offering by celebrity chef Jamie Oliver.

Available in 100 stores across the country, the deli-inspired range aims to rid the nation of “lunch lethargy” as new research conducted by the retailer revealed that 35 per cent of us have uninspiring lunches that are easily forgotten.

Meanwhile, only 46 per cent of people always make the effort to chose vary their lunch on a daily basis while 34 per cent rotate between three different food options at lunchtime.

Created to complement Boots’ existing Shapers range, Jamie’s premium offering consists of 21 options including sandwiches, wraps and salads with prices starting at £1.95.

Alex Gourlay, CEO of Alliance Boots’ Health & Beauty Division, said: “The introduction of the new ‘Jamie Does Lunch’ range is another positive step in the expansion of our healthy, convenient food offering and we are pleased that this will help us in our commitment to meeting the needs of our customers.”

Supported by a PR campaign and in-store promotion, the premium range will allow customers to save 50p on any item from the ‘Jamie Does Lunch’ range until November 13th 2012 as an introductory offer.

Earlier this year, Oliver opened a multi-faceted dining area within Gatwick airport, offering a “grab and graze” concept for passengers in a rush as well as a Jamie’s Italian Bakery and Union Jack’s Bar serving traditional British food.

Commenting on his first foray into an “on-the-go” range on the high street with Boots, Oliver said: “Lunch isn’t just about refuelling after a busy morning – it should be something to look forward to and enjoy.

“I wanted to make lunchtimes really exciting, so my range takes inspiration from all over the world, with everything from British classics to Moroccan flatbreads.

“We’ve only used the very best ingredients to make sure everything is bursting with flavour and, because it’s at Boots, one of our tasty, nutritious options is never too far away.”

Published on Monday 22 October by Editorial Assistant

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