Jamie Oliver deli by Shell range aims to offer great food choices on the go

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Today, Shell announced the launch of its new range of food on the go, which has been created with chef Jamie Oliver. From 31 January, over 80 new products will be available at more than 500 of Shell’s service stations across the UK, ensuring that Britain’s drivers have a bigger, better choice – with fresh ideas, fantastic flavours and clever twists.

The new Jamie Oliver deli by Shell range includes classic items, such as sandwiches and wraps, that have been given a Jamie update, alongside a brand new selection of delicious products including salads, sushi, hot pots and a mealbox just for kids. There’s something for everyone, including revamped indulgent items alongside these new, healthier alternatives.

As people increasingly look to save time in their busy lives, providing better choices on the go is even more important. This long-term partnership is announced as a recent IPSOS Mori survey reveals that over half (56%) of UK drivers want healthier choices at forecourts.

Jamie Oliver and Shell have injected more fruit, veg and colour into the range, to give people what they’re asking for – exciting, tasty, healthier food to choose from on the road. This includes 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.

István Kapitány, executive vice president Shell Retail, says: “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.”

Jamie Oliver says: “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.”

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.

To celebrate the launch of the new Jamie Oliver deli by Shell range, Jamie road-tested the new products with some of Britain’s busiest drivers – London’s cabbies – at the iconic cabmen’s shelter on Russell Square. 

Cabman’s shelter to launch Jamie Oliver deli by Shell

The shelter is one of only 13 remaining in London. They were built in the 19th century to offer shelter and wholesome food to hansom cab drivers. Commuters and cabbies tucked in to the new items, including breakfast hot pots, porridge and sandwiches, each with a delicious Jamie twist. 

Jamie said: “It’s been great meeting London’s cabbies and commuters this morning to get their feedback on my new range. 

We’re giving motorists greater choice, and there’s no better way to show how good it is than by road testing it with a bunch of hungry cabbies from one of these ultimate food on the go shelters.”