Jamie Oliver unveils a new line of frozen ready meals inspired by favourite cookbook recipes.
- The meals will be available in Iceland and debut in Waitrose stores next month.
- The range includes seven main courses such as moussaka, chicken tikka masala, and cottage pie.
- Sides featured include marmalade-glazed carrots and hasselback potatoes.
- Oliver highlights freezing as a means of reducing waste and enhancing convenience.
Jamie Oliver, a renowned British chef, has launched a line of frozen ready meals. These meals are inspired by some of the most cherished recipes from his cookbooks and are currently available in Iceland. His vision is to reach broader audiences through supermarkets, with expansion plans to include Waitrose stores in October.
The newly introduced range includes seven main courses that have been developed over two years. Dishes like moussaka, chicken tikka masala, and cottage pie draw inspiration from recipes found in his popular cookbooks, such as Jamie’s Comfort Food and Jamie’s Dinners. Additionally, there are side dishes available, including marmalade-glazed carrots and hasselback potatoes.
During the launch event, Oliver expressed his long-time aspiration to motivate more individuals to cook. Acknowledging the challenges of modern lifestyles, he stated, “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 further reflected on declining cooking trends, remarking, “The reality is that we’ve never cooked less than we do now, and that’s a tricky pill for me to swallow.” However, Oliver remains optimistic, encouraging people to start even with frozen meals to embark on a food journey.
Oliver emphasised the advantages of using frozen food, advocating for it as a solution to various issues. He proposed that supermarkets should enlarge their freezer sections, highlighting the benefits such as reduced waste, minimal use of stabilisers, and better pricing due to higher ethics. He summed up by saying, “Freezing means less waste, less reliance on stabilisers, artificial colouring and preservatives, higher ethics and it is more price competitive.”
Jamie Oliver’s new frozen meals aim to inspire cooking while aligning with trends towards convenience and sustainability.
