JAMIE Oliver is launching a healthy new deli range in 500 filling stations across Britain in a tie up with energy giant Shell.
The Jamie Oliver deli by Shell range, which comprises 80 products, will launch on January 31 and promises more “fruit, veg, and colour”.
It will be rolled out in five petrol stations a week as celebrity chef Jamie moves into food on the go.
The launch comes after the high-profile woes at his restaurant chain Jamie’s Italian, which is closing 12 outlets and has swallowed nearly £13million of the TV cook’s own cash.
The collaboration with Shell comes after a recent Ipsos MORI poll revealed that more than half of Britain’s motorists want healthier choices available at forecourts.
Dad-of-five Jamie, 43, said: “I haven’t done anything on this scale before. I want to bring better and tastier choices to every part of Britain.
“It is for people on the move who want to try and live a bit better.”
It is part of his ambitious plans to have “the whole food industry in a better place within 10 years”.
What’s in Jamie’s new range?
The range – made in the UK with mostly British ingredients – includes wraps and sandwiches that have had “a Jamie update”.
Among the products will be a black pepper mayo BLT and a Mediterranean roasted vegetable & ricotta wrap.
There will also be salads, sushi and hot-pots.
The range also features a mealbox just for kids containing a rye bread sandwich, fruit, vegetables and a dip.
Oliver hopes the food will be chosen for its “deliciousness” and has pledged to keep innovating based on what customers choose.
The front-of-pack labelling will also have the traffic light system that shows the fat, saturated fat, sugar and salt content of the products.
Shell hopes the partnership with Oliver will increase sales at its forecourts. It may introduce the products to other countries if they prove popular.
Shell’s executive vice-president István Kapitány added: “Across the UK we’re seeing a growing trend towards healthier food, but it has to taste good and be convenient.”
To celebrate the launch of the new range, Jamie road-tested the new products with some of Britain’s busiest drivers – London’s cabbies – at the iconic cabmen’s shelter on Russell Square.
The shelter is one of only 13 remaining in London. They were built in the 19th century to offer shelter and wholesome food to hansom cab drivers. Commuters and cabbies tucked in to the new items, including breakfast hot pots, porridge and sandwiches, each with a delicious Jamie twist.
Jamie said: “It’s been great meeting London’s cabbies and commuters this morning to get their feedback on my new range.
“We’re giving motorists greater choice, and there’s no better way to show how good it is than by road testing it with a bunch of hungry cabbies from one of these ultimate food on the go shelters.”