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Lifetime Brands partners with Jamie Oliver

The new Jamie Oliver Big Love tableware range was announced by Lifetime Brands at Exclusively 2024.

Jamie Oliver has announced a new serveware and dinnerware collection, Big Love, developed with Lifetime Brands. Designed to celebrate Jamie’s favourite tableware essentials and elevate the everyday, as well as special occasions, Big Love comprises thoughtful design with durable stoneware and mango wood for today’s homes.

The simple statement pieces created with Lifetime Brands, are carefully designed in organic, fluid shapes to inject existing homeware collections with new and useful design. Inspired by Jamie’s years of creating cookbooks, as well as consumer insights which reveal home cooks increasingly want to add to their existing collections, Big Love offers well crafted additions to bring joy to existing collections.

The range includes everything needed for family roasts, big bakes, mugs, jugs and serving platters, perfect for all occasions. The collection is inspired by the joy of coming together to enjoy food, and encourages meals to be shared, with items such as large platters, big salad bowls and serving boards all able to be slotted into a lazy trivet to make feasting easy.

Products range from £9.99 to £49.99 and will be available globally from January 2025.

Jamie commented: “Ever since I first started creating my cookbooks, I’ve been obsessed with tableware. I’ve also always wanted to design a set that I could use in my books and TV shows – and so my new collection, Big Love, was born.

“When you’ve poured all that love into making delicious, beautiful food, you need something equally beautiful to serve and eat it from, right? My table is all about that effortless, eclectic feel – I love it when the whole set doesn’t quite match – and that’s exactly what you get here, so whether you buy one piece or the whole lot, mealtimes will always be special.”

Megan Van Someren, cco at the Jamie Oliver Group, added: “Our new move into the tableware market is an exciting opportunity to bring to life our brand promise of making mealtime moments joyful. Jamie and our creative teams have worked closely with Lifetime Brands to design a range that is not only beautiful but incredibly practical, capturing the vibrant yet welcoming personality of the Jamie Oliver brand.

“Our goal is to help make every meal feel special and to inspire bringing people together around the table. Dishes can be used in multiple ways; the epic roaster is ideal for preparing roast vegetables, meats, lasagnes, casseroles, potatoes and so much more. This versatility combined with gorgeous and considered design, is what really makes our range distinctive from anything else available in the market.

“We are a business driven by social purpose, so a percentage of our profits from the new range, and indeed across the business, directly contributes to the incredible work our Ministry of Food does in food education.”

Matthew Canwell, Lifetime Brands international president, said: “I’ve always been a huge admirer of Jamie Oliver, so when the opportunity came along to work with him on developing a collection of his favourite serving pieces, it was a dream come true. Authenticity and practicality were the watch words and we are both so proud of what this collection represents. We are super excited and cannot wait for this to land. Big love indeed!”

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