Jamie Oliver launches exclusive food range for Boots
By Matthew Chapman, marketingmagazine.co.uk, Monday, 22 October 2012 09:03AM
Alliance Boots has partnered Jamie Oliver to launch a "deli-inspired" lunchtime range of food called Jamie Does Lunch.
Boots: rolls out Jamie Oliver sandwich range
The range goes on sale from today (22 October) and marks the first time the celebrity chef and former Sainsbury's brand ambassador has launched an "on-the-go" range with a high street retailer.
Boots is launching the range at 100 Boots stores that are popular commuter sites across the UK in order to target lunchtime customers.
Alex Gourlay, chief executive of the health and beauty division at Alliance Boots, said: "The introduction of the new Jamie Does Lunch range is another positive step in the expansion of our healthy, convenient food offering."
The premium range will consist of 21 options and will comprise sandwiches, wraps, salads and dips. Prices run from £1.95 for hummus dip sticks up to £4.00 for an Italian-inspired sandwich called Muffuletta. Other options include Empire chicken salad and Bombay potatoes and carrot salad.
Boots will offer 50p off every item in the range until 13 November in order to encourage customers to try out the Jamie Does Lunch range.
In May, news broke that Boots was also planning to launch a range around evening meals and may even move into selling wine as part of a push to build market share.
However, despite reportedly being scheduled for a September launch Boots is yet to unveil an evening meal range.
This article was first published on marketingmagazine.co.uk
Related articles
- Jamie Oliver's food chain in hunt for advertising agency
- Ocado signs ad deal with Jamie Oliver's FoodTube
- Sainsbury's first post-Jamie Christmas ad to focus on small moments
- Sainsbury's poaches three senior figures to bolster marketing team
- The Advocates - Sainsbury's Games-maker and 'heir apparent'
- Boots 'Little Me Organics' claim labelled 'misleading' by watchdog
- Philips and Jamie Oliver team up for HomeCooker launch
- Jamie Oliver praises McDonald's healthy eating agenda
- Boots set for new chapter as American pharmacy brand buys in
- Boots revamps pharmacies to reflect specialities
Additional Information
Campaign Jobs
- planning Director Twist Recruitment £80000 - £100000 per annum, London
- Digital Account Manager [Beauty Account] - Excellent London Agency - to £30k Fill Recruitment Ltd to £30k + great benefits, Central London
- Account Manager - Superb Central London Agency - to £30k Fill Recruitment Ltd to £30k, Central London
- Trading Sales Mnager, major RTB platform Ultimate Asset £40000 - £50000 per annum + +20-30k bonus, London
- Agency digital trading desk Account Manager Ultimate Asset £40000 - £50000 per annum + agency bens, London
Most viewed
- Nature Valley awards integrated business to start-up
- LMFM challenges bakers to be Brave on World Baking Day
- Samsung strikes placement deal with The Wanted
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Blippar connects disjointed families, says MEC executive
- Jaguar readies global campaign for F-Type launch
Most commented
-
What we can all learn from how Daft Punk won the web
For an industry supposedly in demise, the music business is leading the way when it comes to generating social currency. And, for the savviest of social marketers, generating sales as well.
