Inspired by his best-selling book, '5 Ingredients', Jamie developed a range of beautiful and straightforward fresh pasta dishes. The products are wonderfully simple, containing only a few ingredients that cook in minutes.

I created a simple but eye-catching range. Jamie is the critical differentiator in this crowded category, so it's essential he featured prominently at the front of the pack. Using data, we know that consumers traditionally only spend three seconds looking at products before making a decision, so I intentionally left the front of the pack simple but as eye-catching as possible, with a striking colour palette and Jamie's image and logo playing the starring role. The product launch was a huge success and became the number one best-selling fresh pasta in the UK within the first month.