Churchill China has taken over the licence to use the Jamie Oliver brand on tableware, held until now by Royal Worcester.
Churchill told HousewaresLive.net that some of the existing Royal Worcester lines, including oven-to-tableware and mugs, will be continued under Churchill.
The company is also embarking on a new product development programme, with lines ready for an autumn launch.
Churchill said that a strong retail performance last year for the Stoke-on-Trent company was down to a commitment to innovation. It added that the reach of the Jamie Oliver brand fitted well with its diverse distribution channels, both domestically and worldwide.
A buyer is still being sought for Royal Worcester & Spode, which went into administration last year. Jamie Oliver put his name to Royal Worcester dinnerware and cutlery as well as oven-to-tableware and mugs, and HousewaresLive.net believes that the company will now have a sell-off period for existing stock.
Royal Worcester also supplies tableware, giftware and mugs under the Laurence Llewelyn-Bowen brand.
Royal Worcester declined to comment.