Online cake company Meg Rivers has secured a deal to supply traybakes to Jamie Oliver’s new range of lifestyle products.

The new Jme-branded range of food, homeware and gifts was launched just before Christmas and is sold via the celebrity chef’s website.

Cotswolds-based cake company Meg Rivers began by supplying the range with Chistmas puddings and cakes, before moving on to produce flapjacks and ginger and chocolate brownies from January. The products are wrapped in Jme printed parchment and posted directly to consumers.

Jamie Oliver is keen to highlight the artisan producers who are making products for the Jme range, with information on his website about the companies and interviews with the owners. “What I like about the association is that the producers taking part are all credited,” said Meg Rivers’ MD Julian Day.