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March 15, 2011

UK: Avilton Foods eyes expansion with Jamie Oliver range

Avilton Foods, the UK food group that holds the licencing agreement for Jamie Oliver Mediterranean ambient products, plans to grow sales by expanding its offering in the UK and overseas.

Avilton Foods, the UK food group that holds the licencing agreement for Jamie Oliver Mediterranean ambient products, plans to grow sales by expanding its offering in the UK and overseas.

The company, which manufactures Jamie Oliver pasta sauces, olives, dried pasta and pesto, is expanding its range of recently-launched Jamie Oliver continental cheeses in the UK with the addition of seven new varieties this summer.

Avilton has held the licence for Jamie Oliver continental cheeses for the past year and kicked off the range with a branded Parmigiano Reggiano, which has been in Sainsbury’s since last June. The group plans to expand its offering to encompass eight core lines, including Jamie Oliver feta, mascarpone and mozzarella and is in talks with UK retailers – such as Sainsbury’s, Tesco and The Co-operative Group – to secure listings, Avilton commercial director David Jeffs told just-food.

Speaking at the IFE trade show in London today (15 March), Jeffs said that Avilton plans to roll out the continental cheese range in Germany and Holland – its number two and three markets behind the UK – by the end of June.

Avilton holds the worldwide licence for Jamie Oliver products, has agreements with 64 distributors worldwide and its products are available throughout much of Europe, Canada, Dubai and New Zealand.

“We are everywhere, except America and Australia and we are in discussions to expand there,” Jeffs revealed.

Avilton is entering discussions with distributors in the US and Australia in the coming months and is hopeful that it will be able to expand into these markets in the “near future”, Jeffs added.

The company is also working to expand its ambient offering, with additional pesto products in the pipeline.

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