Jamie Oliver introduces a frozen meal range inspired by his cookbooks, launching initially in Iceland before expanding to Waitrose.
- The new range features seven main courses, including dishes such as moussaka and chicken tikka masala.
- Developed over two years, these meals aim to tackle barriers to home cooking, such as time constraints.
- Oliver highlights the efficiency and sustainability benefits of frozen foods, citing reduced waste and cost competitiveness.
- The launch reflects a broader consumer shift towards convenient meal solutions, amid increasing demand for frozen foods.
Jamie Oliver has introduced a new series of frozen ready meals reflecting some of the most cherished recipes from his cookbooks. Initially available at Iceland, the range is poised for an October rollout to Waitrose. This collection, which has been two years in development according to reports from The Times, includes seven main courses such as a moussaka from Jamie’s Comfort Food and a chicken tikka masala and cottage pie from Jamie’s Dinners.
At an event launching this range, Oliver shared his aspiration: “My dream has always been to inspire more people to cook but I know time and inspiration are the biggest barriers for busy people.” He expressed concern over declining cooking practices, noting, “The reality is that we’ve never cooked less than we do now.” Yet, he believes that even small steps, like opting for quality frozen meals, can commence a culinary journey.
The introduction of these meals aligns with a rise in consumer interest in frozen food, a trend Oliver perceives as driven by multiple factors. He suggests, “The freezer section in supermarkets should be twice the size,” advocating for the benefits of frozen foods which include minimizing waste, reducing the need for artificial additives, and being more ethically and economically viable. Freezing, as he points out, offers unmatched convenience and has always been part of his weekly shopping routine.
Jamie Oliver’s new range underscores a growing consumer trend towards accessible and sustainable meal options, redefining home cooking.
