NEW YORK–Churchill China has launched its Jamie Oliver tabletop collection just in time for the debut of the celebrity’s new television program on ABC.
The collection was unveiled at the Ambiente fair in Frankfurt last month and at the International Home + Housewares Show last week. It includes two new dinnerware patterns since the company acquired the Jamie Oliver license last spring and dovetails with the premiere on Friday of the celebrity chef’s new ABC television show, “Jamie Oliver’s Food Revolution.”
In the television series, Oliver attempts to improve the cooking and eating habits of Huntington, W.Va.
Oliver’s new dinnerware is designed to encourage home cooks to feel comfortable putting a meal on the table. “Home cooked, knarly comfort food is what’s in,” said the chef in an interview with HFN in Frankfurt, and the two new patterns that bear his name—Keeping It Simple earthenware and Fluted Blue stoneware—are meant to make the home chef “look good.”
Attributes of the program include multi-functional pieces, ease of use, easy storage and durability. Oliver said he uses Jamie Oliver White in his own restaurant, and “thrash[es] the crap out of it.”
“This stuff is pretty tough,” he said.