Homebase to launch Jamie Oliver Garden Tool Range

Homebase are set to launch a Jamie Oliver-branded garden products range for the 2011 season.

A Homebase representative said: "Anything with celebrity branding is going to be very big at Homebase. The actual number of products is yet to be decided. Products will be across several different categories, including gardening."

Channel Four broadcast 12 programmes in the series Jamie at Home, about growing and cooking, in late 2007. A second series of 14 programmes went out in early 2008.

Jamieoliver.com recently introduced a dedicated gardening section. The site had 2.4m hits last year. Oliver says on the site: "A lot of you are well into growing your own…if you’re a new gardener just have a go. One of the best things in the world is to grow, cook and eat."

Source : Matthew Appleby - Horticulture Week