The retailer is introducing the deli-inspired 'Jamie Does Lunch' range in 100 of its prime commuter stores this week. The move marks the first time that the chef has launched an ‘on-the-go’ range on the high street. The premium range will consist of 21 options for sandwiches, wraps, salads and dips and will include some twists on traditional recipes such as Empire chicken salad, Bombay potatoes and Indian carrot salad. There will also be less familiar options such as the Italian inspired sandwich, Muffuletta.
Oliver explained: "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."
Adressing demand for healthy food
Alex Gourlay, chief executive, Health & Beauty Division, Alliance Boots, added: "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."
With prices starting from £1.95, the launch of the range will be supported by a PR campaign as well as in-store promotions including window materials, chiller headers, totems outside of store and barker cards.
