Posted: 04/10/2013

Jamie Oliver calls time on Jme food range

The Jamie Oliver Group has pulled the plug on the Jme brand it supplies to independent stores but a similar food range looks set to emerge through sales agency Nick Robinson & Associates (NR&A).

The TV chef’s commercial arm wrote to clients, including 150 delis and farm shops, on July 31 announcing the withdrawal of the food and homewares brand from wholesale channels by the end of 2013.

NR&A has been handling sales of Jme products – made by producers including Olives Et Al and Essfoods – since September 2012 and will continue to sell Jme lines until Christmas.

Nick Robinson told FFD his firm was developing a brand “in the spirit of the current Jme ethos”, which it hoped to launch during October once trademarks had been secured.

Robinson said the new brand would be broadly similar in products and image to Jme’s, adding that Zoe Jackson, formerly executive director of the Jme Collection, has joined the NR&A team.

Jme plans to maintain its homewares range but this will only be sold through its direct-to-consumer “party plan” business. No reason was given for the move, but sources close to the brand have questioned whether the range was delivering the hoped-for margins.

Read the full story in the October issue of FFD.

Return to the top