The ‘Jamie Does Lunch’ range includes sandwiches, wraps, salads and dips and promises everything from “British classics to modern twists” on international cuisine.
Boots hopes to add variation to the lunch options available on the high street after research found that 34% of people rotate between just three different lunchtime options.
It is the first range of sandwiches launched by Oliver and will be exclusively available in Boots stores. It goes on sale today (22 October).
Boots will initially target commuters and city workers with the range in 100 high traffic stores.
Marketing activity to support the launch will include a PR campaign and in-store activity. An introductory promotion will offer customers 50p off every item in the range.
Oliver claims his latest food launch will “rid the nation of lunch lethargy” after 35% of the UK admits eating lunches that are ” so uninspiring they’re easily forgotten.”
Jamie Oliver explains: “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.”