UK: Boots eyes convenience growth with Jamie Oliver launch

By Katy Askew | 22 October 2012

Jamie does lunch

Boots UK has expanded its line-up of on-the-go foods with the launch of a new lunch range developed in conjunction with celebrity chef Jamie Oliver.

The premium line, called Jamie Does Lunch, will include 21 products from sandwiches to wraps, salads and dips.

Commenting on the range, Oliver said that he hoped to make lunchtimes "really exciting".

"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."

The line will initially be available in around 100 high-traffic locations throughout the UK. Prices will start at GBP1.95.

A spokesperson for Boots told just-food that the launch was part of the retailer's drive to "grow its convenience offering".

The spokesperson added that Boots would continue to expand the convenience food ranges it carries.

"We will continually seek new opportunities to meet customer demands and offer a wide food offering with varied price points," the spokesperson said.

Show the press release

Boots UK to exclusively launch Jamie Oliver's first 'on-the-go' lunchtime range

Boots UK has teamed up with Jamie Oliver to exclusively launch his first ever deli-inspired lunchtime range - 'Jamie Does Lunch'. This is the first time the popular chef has launched an 'on-the-go' range on the high street.   On sale from the 22 October, the range will be available in 100 Boots stores at prime commuter sites across the UK, making it convenient for lunchtime customers. Already famous for bringing the Shapers meal deal to British workers, this is Boots UK's latest innovation in offering convenient and tasty food at lunch.

According to new research from Boots UK*, it can be ground hog day for many across the nation at lunchtime as only 4% of people always make the effort to vary their lunch choice on a daily basis and 34% of us rotate between just three different lunchtime options.

Jamie Oliver is on a mission to rid the nation of "lunch lethargy" referring to the 35% of us who admit to having lunches that are so uninspiring they're easily forgotten.

The Boots UK survey of our current lunchtime eating habits reveals we are a nation in need of inspiration:
·         62% of us regularly experience food envy when we spy what a colleague is having for lunch
·         44% of Brits like to push the boat out when we have the 'Friday feeling' but Monday to Thursday lunch is functional, not fun
When a lunch hits the spot it can put a spring in your step for the rest of the day and can also have a positive effect on eating habits - 30% of those questioned said when they have had a truly tasty and enjoyable lunch, they are less likely to snack during the afternoon. Furthermore, nearly a third (28%) said they felt more productive after a satisfying lunch and 40% said they felt happier.

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, 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."

Alex Gourlay, Chief Executive, Health & Beauty Division, Alliance Boots, adds: "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."
The premium range will consist of 21 options spanning sandwiches, wraps, salads and dips, includes some twists on favourites like Empire chicken salad, Bombay potatoes and Indian carrot salad, as well as less familiar options such as the Italian inspired sandwich, Muffuletta.

Prices will start at £1.95 and to introduce this exciting new range, until the 13 November 2012, customers will be offered a saving of 50p off any item from the 'Jamie Does Lunch' lunchtime range*.
The launch will be supported by a PR campaign as well as extensive in-store promotion including window materials, chiller headers, totems outside of store and barker cards.