Sainsbury’s to launch Oliver fresh herb range

Sainsbury’s, the supermarket chain, is strengthening its ties with TV chef Jamie Oliver with the launch of an extensive range of own-brand fresh herbs.

The range, which will change every three months, includes basil, parsley and coriander as well as sorrel, garlic chives, lemon thyme, chervil, peppermint and lavender.

Sainsbury’s new product development manager Mira Samani says “Jamie’s recipes are often based around herbs and we realise that it’s essential for us to stock an extensive range so that our customers can cook more adventurous recipes.”

The herb range is available in stores from this week and will be backed by a television campaign, through Abbott Mead Vickers.BBDO. The ad features Oliver and breaks on May 13.

A series of recipe cards covering everything from cocktails to ice cream will be available in-store to promote the use of herbs.

Herbs will come packaged as cut or potted and will include a seedling range (Mini Herbs) to be used as an alternative to cress in salads and sandwiches. Packaging will include tips from Oliver about use and storage.

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