Jamie Oliver is getting set to take on North America with his retail range, rolling out a series of ambient pouches into 325 Walmart stores in Canada from March. The retailer will stock the brand’s Aromatic Pilaf, Ras El Hanout 4 Grains, Spiced Pineapple Rice, Mega Med Grains, Habanero Chili Rice and Super Grains.
The brand says there has also been “positive feedback from other retailers in Canada and the USA, and further rollout of the rice and grain pouches is planned from the autumn”.
Megan Van Someren, chief commercial officer at Jamie Oliver Group, said: “2025 is the year where we will see the potential of the Jamie Oliver brand in retail come to life in full.”
These quick meal-time solutions follow hot on the heels of Jamie Oliver’s frozen range, which launched initially into Iceland and Waitrose in September.
The frozen range comprises mains including two lasagnes, moussaka and chicken tikka masala in a ready-meal format, plus ‘meal centres’ such as beef shin bourguignon and a pulled beef rib ragu, to which home cooks would add their own pasta or other sides.
There’s also a range of frozen potato sides – including hasselbacks, mash and “next-level” beef-fat frozen chips – three frozen vegetable options and a 27-strong range of ambient “store cupboard” solutions, including pastes, grains and meal pouches.
More UK retailers on board
The rollout of these products is also gathering pace on UK shores, with Sainsbury’s now stocking numerous meal centres and adding the Dreamy Black Daal, Barbacoa Beans, Smoky Chipotle Chilli and Aubergine Shakshuka in February, as well as the potato sides and frozen vegetables from March.
Tesco has been stocking all of the range’s curry pastes – Tikka Masala, Creamy Korma, Aromatic Kerala and Majestic Madras – since September, and this month added cooking pastes including Deep Dark Stew, Brilliant Bolognese, Classic Cottage Pie and Smoky Fajita.
“We’re thrilled to be bringing the best of what frozen food offers, from capturing seasonal ingredients at the height of the harvest to no nasties or preservatives,” added Van Someren. “All of this and more will be reflected in our beautiful range of frozen veg and potatoes. Combined with our expanded offering of grain pouches, ready to eat veggie meals and cooking pastes, we’re now able to serve a whole spectrum of mealtime needs.”
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