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Sobeys and Jamie Oliver get grilling

Limited edition Our Compliments products play on Canada's love of barbecue

Jamie Oliver wants to help Canadians cook in their backyards as well their kitchens.

Sobeys and celebrity chef Oliver have released a limited edition summer lineup of products. The items fall under the “Compliments Presents: Jamie Oliver Discovers Canada” line and include 13 summer-themed SKUs.

Created by a joint team of product developers from Sobeys and Jamie Oliver Ltd., the line is meant to help Canadians make the most of summer entertaining and backyard barbecues said Gillian Kerr, vice-president of marketing at Sobeys.

“When Jamie was in Canada, last fall, he tasted every item and tweaked the product recipes until they were perfect,” she said.

READ: Sobeys and Jamie Oliver launch line of holiday products

Sobeys worked with Oliver on a line of seasonal holiday products this past winter. The holiday line was the first collaboration between the two, and customer feedback helped the team develop the summer fare. Flattened chicken–one of the holiday items–was brought into the summer lineup because of its popularity.

The summer range is in line with Sobeys’ promise to provide consumers with more sustainable product offerings. When the retailer first launched its new brand positioning last September, it said it was the first major retailer in North America to offer Certified Humane chicken, pork and beef.

“We are bringing Certified Humane products to a new Canadian summer standard in our frozen burgers and flattened chicken,” said Kerr.

READ: Sobeys unveils its new brand positioning with Jamie Oliver

Kerr said the lineup is unique because of its distinctly Canadian ingredients.

“From the apples and blackberries in our apple and blackberry crisp, to the salmon in our two varieties of fresh salmon burgers and fully loaded chicken burgers, these products have flavours that are familiar to Canadians,” explained Kerr.

Accompanying condiments, meanwhile, offer a twist to traditional barbecue fare. The limited edition relish, for example, contains apples, raisins, tomatoes and bananas, while the ketchup features roasted peppers, lime juice and chipotle spice.

One advantage of limited edition or seasonal products is their ability to entice returning customers. “ means there’s always something new and different for Sobeys’ customers to look forward in our stores,” explained Kerr.

The summer lineup will be sold until August 13.

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