Fuelling choice: Jamie Oliver launches new food-to-go range with Shell

The chef has teamed up with the service station giant to develop 80 new products with an emphasis on healthier food.

16 January 2019

Jamie Oliver has created a food-to-go range in partnership with Shell that sees an injection of fruit, veg and colour into the oil and gas giant’s service stations.

From the end of January, over 80 new products will be available at more than 500 Shell sites across the UK.

The range includes classic items, such as sandwiches and wraps, alongside selections of salads, sushi, hot pots and a mealboxes for kids.

A recent Ipsos Mori study found that over half (56%) of UK drivers want healthier choices at forecourts. As a result, Oliver’s range includes 69% more fruit and vegetables across its sandwiches, which will contribute to an estimated 1.2m additional portions of daily fruit and veg annually, according to Shell.

Driving change

So what can people grab while they are on the road?

There are safe bets like the black pepper mayo BLT or the Mediterranean roast veg and ricotta wrap, which includes one portion of the recommended daily veg intake.

For those that want to spice up their selection, there is the option of a smoked cheese and slaw spicy chipotle chicken sandwich with a handful of fresh spinach or the tuna mayo sandwich with sweet-pickled red onion and horseradish.

Plant-based lovers can choose the beetroot hummus, sweet potato falafel and couscous salad with a harissa dressing.

For families, a new kids’ mealbox will feature a rye bread sandwich, fruit, vegetables and a dip.

Oliver said it required creativity, imagination and serious determination to change food systems and the new range would 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,” said the chef.

“Through an increased focus on choice, health and flavour, the range makes it easier for Britain’s busy motorists to choose quality, delicious food on the go wherever they’re heading.”

István Kapitány, executive vice president of Shell Retail, added that across the UK they were seeing a growing trend towards healthier food, but it had to taste good and be convenient.

Traffic lights

The range’s front-of-pack labelling has also been designed to ensure consumers can make informed choices and will prominently feature traffic-light labelling for fat, saturated fats, sugar and salt content of the products.

Over the course of the year, Shell will open five new hot food stores.

To celebrate the launch,Oliver also road-tested the new products with some of Britain’s busiest drivers, London’s cabbies, at the iconic cabmen’s shelter on Russell Square, which is one of only 13 remaining in London.

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