Jamie Oliver introduces a frozen meals range featuring cherished recipes from his cookbooks, now available in Iceland and soon in Waitrose.
- The range, first launching in Iceland before hitting Waitrose shelves in October, has taken two years to develop.
- Oliver’s new meals include seven main courses and a selection of sumptuous sides, reflecting his culinary expertise.
- The chef aims to combat declining cooking rates by offering convenient, quality frozen options.
- Oliver believes expanding freezer sections can reduce waste, cost, and reliance on artificial additives.
Jamie Oliver has launched a new range of frozen ready meals, which leverages some of the most loved recipes from his renowned cookbooks. The range has been made available in Iceland and is set to be introduced in Waitrose in October, following two years of meticulous development. It consists of seven main dishes, including a moussaka inspired by ‘Jamie’s Comfort Food’, alongside chicken tikka masala and cottage pie as derived from ‘Jamie’s Dinners’.
Along with these main courses, Oliver offers an enticing selection of sides such as marmalade-glazed carrots and hasselback potatoes. Speaking at a launch dinner, Oliver asserted, “My dream has always been to inspire more people to cook but I know time and inspiration are the biggest barriers for busy people.”
In addressing the decrease in home cooking, Oliver states: “The reality is that we’ve never cooked less than we do now, and that’s a tricky pill for me to swallow.” His philosophy suggests that starting with quality frozen meals can still contribute to a culinary journey, urging individuals to not view cooking as purely binary.
The initiative by Oliver is timely as demand for frozen food witnesses an upward trajectory. He argues that freezer sections in supermarkets should see growth, stating that “Freezing means less waste, less reliance on stabilisers, artificial colouring and preservatives, higher ethics and it is more price competitive.” These factors coupled with convenience underline his continued support for including frozen products in regular grocery shopping.
Oliver’s new range promises convenience without compromising on quality, catering to the modern-day, time-strapped consumer.
