Woolworths and Jamie Oliver inspire Aussies with ‘Created with Jamie’

Woolworths Jamie Front

Australian retailer Woolworths and celebrity chef Jamie Oliver announced earlier this month the launch of Created with Jamie, a new Private Brand collaboration composed of great tasting, healthy and convenient fresh food products available exclusively at Woolworths.

Featuring 29 mouth-watering menu options, the Created with Jamie range is an innovative selection of quick and easy food choices designed by Jamie Oliver and Australia’s leading supermarket and made from the freshest, locally sourced ingredients. The six-month project was a collaborative effort with both partners contributing to brand development and packaging design. The packaging, designed by Marque Brand Consultants based in Sydney uses food as the hero element with photography by renowned food photographer Chris Court and styling by Sarah Tidesley from the Jamie Oliver team.

WF14073_1The range includes a number of Jamie’s wholesome favorites, including Smashin’ Ginger Lime and Chilli Chicken Fillets, Fruit & Nut Sprinkled Tagine Lamb Rump Steak and Wagyu Beef and Chorizo Meatballs. Also listed is the preservative free Sweet Solanato Focaccia and the Bloomin’ Brilliant Brownies, which are both made with 100% Australian flour.

WF13863_1Jamie Oliver said, “I love being in the kitchen but as a Dad, I know how difficult it can be to find the time to create nutritious, affordable meals from scratch every day of the week. This is why I’ve worked closely with Woolies to develop the Created with Jamie range.

“Now even the time-poor can feel inspired through my easy-to-cook fresh food range for the whole family. It’s essentially the kind of fresh meals I cook for my family on a regular basis but even more easy.”

WF14004_1Woolworths Managing Director, Tjeerd Jegen said, “The Created with Jamie range is just another way we’re helping to inspire a healthier Australia by providing convenient, affordable fresh food every day of the week.

“We know our customers are looking for more inspiration when cooking at home but also products that suit their lifestyle. As part of a truly collaborative effort with Jamie, we have sourced 100% Australian seasonal produce and ingredients to deliver these affordable and wholesome products. We’re convinced our customers will fall in love with the range as much as we did,” he said.

CreatedWJamie_UltimateLambShoulder (1)The initial range released this month features 29 products across Fresh Meat, Deli, Bakery and Frozen Foods is aimed to double this by the end of the year. All of the products meet Jamie’s strict criteria in relation to Animal Welfare, food additives and nutritional guidelines which has challenged our supplier base to look at products differently while still meeting the requirements to deliver fresh product across the vast distances of Australia.

Woolworth’s shoppers can find the Created with Jamie range in the deli, bakery, meat and frozen sections of the supermarket nationwide from Wednesday May 14th.

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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.