The TV chef will feature on packaging and in a marketing campaign for the range, which is set to include press, digital and PR activity.
Exact product details have not yet been announced but the range is set to include “first of its kind” technology, which will make it easier for people to make fresh food at home. The first product is set to be unveiled on 30 August.
Guy Mottershead, managing director of Fresh Retail Ventures, the licensing division of Jamie Oliver Holdings, says: “For Jamie, it’s about helping people make better food with as little stress as possible; so designing this new range with Philips is a fantastic opportunity. Philips is well-known for making terrific products that are intuitive and fun to use – and that really comes across in the range.”
Oliver last year parted company with Sainsbury’s after being its brand ambassador for 11 years. He has since signed with Young’s Seafood and acted as a brand ambassador for Samsung’s global 2012 Olympic Games activity.