Jamie Oliver opens unique food and cookery shop

Jamie Oliver’s first local food and kitchen supply shop opened yesterday in London, the first in a UK-wide chain of Recipease http://www.jamieoliver.com/recipease/index.html stores.

The shops are part of Jamie’s latest drive to promote healthy, eco-conscious cooking and eating.

Both novice cooks and experienced chefs will be able to use Recipease as a one stop shop to create healthy meals.

Gourmet groceries, prepped ingredients and cookery lessons are all on offer in the store.

The shop is divided into four sections: Easy to go, Easy to make, Easy to learn, and Jme.

‘Easy to Go’ is a deli-style takeaway food section with pre-made main courses and desserts, including fish pie, vegetable macaroni, lasagne, roast chicken, and berry crumble.

Takeaway home-cooking meals for two are available for under £12.

‘Easy to make’ is a prepped ingredients section that enable simple meals to be home-cooked in around 10 minutes.

Shoppers pick a dish, pre-order it online, and the ingredients are prepared in store to be taken home for cooking.

In the ‘Easy to learn’ section, customers can book a time to come into the store’s farm-style kitchen, choose a meal they like, and learn to cook it with help from the in-store chef.

‘Jme’ is a section of kitchen products handpicked by Jamie ‘to treat yourself and your home’.

A Recipease spokesperson said: “We can’t do rock-bottom prices, we’re using great ingredients and have great people.

“People can come in and get a meal for two for £12 - it’s good stuff and nutritious.”

If the London store is a success, nationwide roll out is expected in the next two years.