Jamie Oliver introduces a new line of frozen meals inspired by beloved recipes from his cookbooks, currently available in Iceland.
- The range will be expanded to include Waitrose from October, following two years of development.
- Featuring seven main courses and a variety of sides, the meals aim to inspire people to begin their culinary journey with frozen options.
- Oliver cites convenience, reduced waste, and ethical benefits as reasons for featuring frozen foods in his weekly shop.
- The demand for frozen meals is increasing, with Oliver advocating for larger freezer sections in supermarkets.
Jamie Oliver has unveiled a series of frozen ready meals, grounded in the popular recipes from his cookbooks. Initially available in Iceland, this range is set to reach the shelves of Waitrose by October, after a thorough development process lasting two years, as reported by The Times.
The new selection comprises seven main courses, each drawing on Oliver’s renowned culinary creations. Among these are a moussaka inspired by the dishes in his book ‘Jamie’s Comfort Food’. Other highlights include a chicken tikka masala and a comforting cottage pie, both derived from ‘Jamie’s Dinners’. Accompanying these are side dishes such as marmalade-glazed carrots and hasselback potatoes, designed to complement the mains.
At a recent launch dinner, Oliver articulated his ambition to motivate more individuals to embark on a cooking journey. He acknowledged the challenges that modern life presents, with time and inspiration often lacking for many. ‘My dream has always been to inspire more people to cook but I know time and inspiration are the biggest barriers for busy people,’ Oliver stated. He further expressed his belief that starting with frozen meals is a stepping stone towards a broader culinary experience, iterating that ‘you’re not either in or out’.
Oliver underscores the practical advantages of freezing food, promoting it as a method which reduces waste and diminishes reliance on additives such as stabilisers and preservatives. Moreover, he points out the ethical angle and cost-effectiveness that this method supports. The chef notes, ‘Freezing means less waste, less reliance on stabilisers, artificial colouring and preservatives, higher ethics and it is more price competitive. It’s also super-convenient, so, yes, I’ve always included frozen stuff in my weekly shop.’
Amidst the increasing demand for frozen meals, Oliver has voiced a strong opinion in favour of enhancing the presence of freezer sections within supermarkets. He suggests that the availability should significantly grow to cater to escalating consumer interest, advocating for sections that are ‘twice the size’. This insight reflects not only a business opportunity but also a shift in consumer behaviour favouring convenience and sustainability in food choices.
Jamie Oliver’s frozen meal range offers a convenient and sustainable solution for modern meals, catering to increasing consumer demand.
