Jamie Oliver is hoping to encourage people to take more interest in cooking by opening a new chain of food and cookery stores.
The Recipease shops will allow customers to prepare and cook their own dishes in situ, tutored by professional chefs.
The first shop will open in Battersea, south London, at the end of next month. The celebrity chef then hopes to take the idea to towns and cities nationwide over the next two years.
“By having trained chefs helping the customers I think we can really get people excited about food – young mums wanting ideas for the family, blokes wanting to impress the girlfriend, professionals planning a dinner-party, everyone,” commented Oliver.
“I really believe that if the produce and product is exceptional and good value, then people will find this service dead handy.”