Shell has officially announced a new range of food-on-the-go created with Jamie Oliver.
Over 80 new products will be available at more than 500 of Shell’s service stations across the UK from the end of January.
To support the push, Shell will open five new hot food stores each week over the course of the year.
News of the tie-up first broke last month, with claims that the estimated £5m deal was at odds with Mr Oliver’s campaigning on green issues given Shell has featured in a list of the top 10 global carbon emitters.
Shell confirmed yesterday that the new Jamie Oliver deli by Shell range will includes classic items such as sandwiches and wraps that have “been given a Jamie update”, alongside a brand new selection of salads, sushi, hot pots and a mealbox for kids.
The company pointed to a recent IPSOS Mori survey that revealed 56% of UK drivers want healthier choices at forecourts.
Jamie Oliver and Shell have injected 69% more fruit and vegetables across the sandwich range, which will contribute to an estimated 1.2 million additional portions of daily fruit and veg annually, the company said.
Istvan Kapitany, executive vice president of Shell Retail, said: “Across the UK we’re seeing a growing trend towards healthier food, but it has to taste good and be convenient. Working with Jamie and his team, this exciting new range has been designed to give our customers the choices they want when they’re on the move.”
Mr Oliver said: “I’m incredibly excited about this partnership. It requires creativity, imagination and serious determination to change food systems and working together we will give millions of Shell customers each week the opportunity to enjoy tastier, healthier and more varied food choices.
“Food on the go is going to become a far bigger, more normal part of everyone’s busy, modern lives – so it’s essential we make it more enjoyable through better-quality ingredients and exciting flavours. My pledge is to keep listening to what Shell’s customers want, keep improving standards, and be as useful as I possibly can be for Britain’s busy motorists.”
