By Claire Reilly

With the IFA trade show starting in Berlin in under a week, Philips has announced that it will be using the event to launch a new partnership with renowned chef and 30-minute-meal expert, Jamie Oliver.

Making his first appearance at the trade show – which is now a fixture in the calendar of appliance buyers and trade representatives the world over – Oliver will be unveiling a new range of kitchen appliances that have been co-designed with Philips.

“Design innovation lies at the heart of all of our ranges and we work hard to recognise the needs of our customers when developing new products,” said Chris Worp, category leader for kitchen appliances at Philips.

“We are thrilled to be working with Jamie on this new collection as his experience really is unrivalled when it comes to making delicious home-cooked meals. We are really looking forward to the launch of the first product in the range at IFA and to hearing how our customers benefit from using it in their home.”

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The Naked Chef himself was equally positive about the partnership.

“Working on the range has given me a massive buzz,” said Oliver. “I really wanted to create useful, powerful and reliable products with a focus on simplicity, brilliant performance and beautiful design – which I think we’ve achieved.

“For me, it’s about encouraging people to feel as comfortable and confident using this kit as possible. And, ultimately, I set out to design a range that I would be genuinely happy to have and use in my own kitchen; I can’t wait to launch the products.”

Along with his successful TV programmes “Jamie’s 30 Minute Meals” and “Jamie Oliver’s Food Revolution” both of which have aired in Australia, Oliver is father to four children – Poppy Honey Rosie, Daisy Boo Pamela, Petal Blossom Rainbow and Buddy Bear Maurice.

Philips and Jamie Oliver will launch the first product in the range on 30 August, with more additions expected to follow later this year.

Stay tuned to Current.com.au next week when we will be covering all the big news, live from Berlin.