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Canadian Retailer Sobeys and Jamie Oliver Launch Product Line in Time for the Holiday Season

Just in time for holiday entertaining, Sobeys is launching a new line of products today, developed in collaboration with its partner, Chef Jamie Oliver. The line, labeled Compliments presents: Jamie Oliver Discovers Canada, is the next step on the brand’s better food journey and features Canadian flavors, quality, fresh ingredients and higher welfare meat. A total of 14 items are included in the line ranging from Herby Lemon Flattened Chicken made with Certified Humane chicken and Scrumptious Seafood Pie to Sweet Cherry Focaccia and Banoffee Cakes.

“We worked closely with Jamie to create this delicious new product line, which will make holiday entertaining easier and tastier while maintaining our commitment to better food,” said Gillian Kerr, Vice President, Brand Marketing, Sobeys Inc. “We know how busy Canadians are, especially during the holiday season, but that shouldn’t mean having to sacrifice eating better. The new line offers customers fresh, ready-to-cook solutions that Canadians will be proud to serve.”

The co-branded product line, a year in the making, can be found throughout Sobeys stores in bakery, meat, seafood and deli departments. Additional products are continuing to be developed with a range of new items set to launch for summer. The classic Canadian dishes with a Jamie Oliver twist were tested and tasted multiple times by the celebrity chef and Sobeys’ product development team. Each meat dish, prepared fresh and ready to cook at home, is made with Certified Humane poultry, beef or pork.

“Working with Sobeys on this new line has been a real pleasure. I’m incredibly proud of each and every dish and I really think that, together, we’ve come up with something that Canadians are going to love,” said Jamie Oliver. “Holiday entertaining can seem overwhelming to some, so we thought we’d help out and take away a lot of the hard work by creating a range of super-tasty products that can be served up in next to no time, with brilliant results.”

With 14 items to choose from this holiday season, there’s a taste to please every palate in the new line, including:

— Easy Cookin’ Herby Lemon Flattened Chicken: This Certified Humane chicken has classic roast flavors, including aromatic herbs, garlic and lemon.

— Old-School Holiday Ham: The perfect winter roast, this heat-and-serve boneless ham is brined in festive flavors, smoked over maple wood and comes with a sticky orange and rosemary glaze.

— A Dolce Twist Sweet Cherry Focaccia: Loaded with juicy sweet cherries and sprinkled with Madagascar vanilla and sugar.

— Heart-Warming Apple & Berry Crisp: Made with Nova Scotia apples and berries all cooked into a glorious fruit syrup, with a crunchy oaty top and a hint of thyme

— Simply Incredible Banoffee Cakes: Similar to classic British sticky toffee pudding, this banana cake has an amazing soft texture and a gooey toffee sauce with a hint of salted bourbon.

— A Taste of Tuscany Italian-style Bean Dip: A classic garlic, white bean and balsamic dip is mixed with Greek yogurt and topped with roasted and sundried tomatoes and basil.

The Compliments brand, exclusive to Sobeys, was developed and introduced in 2005 to satisfy the needs of increasingly time-challenged, yet value-conscious consumers. There are currently 3,500 products under the brand.


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