Here's Jamie Oliver posing with his new line of appliances for Philips, which includes a hand blender, a regular blender, a steamer, and a food processor. They won't technically be launched until a trade show on August 30, but there they are on the Philips website anyhow. (Look how delighted he is by his new blender.)
The idea behind the line is to get people who don't normally cook using their kitchens — the appliances will also be used on Oliver's upcoming TV show Jamie Oliver's 15 Minute Meals. Oliver said in a statement, "Working on the range has given me a massive buzz." Get it? Buzz, like a blender? Anyway, the line will be available in September. Hopefully these will do better than his zany "Flavour Shakers"?
· Philips Cooks Up Jamie Oliver Partnership [MarketingWeek]
· All Jamie Oliver Coverage on Eater [-E-]