Easy-peasy: Jamie Oliver launches cookshop

London – Chef and food activist Jamie Oliver launches the first of a series of cookshops in Clapham, south London, today. Recipease, the new food emporium and cookshop, continues Oliver’s campaign to bring cooking skills and affordable cuisine to every household – needed now more than ever, perhaps, as a wave of Homedulgence sweeps over the bleak financial landscape.

Varied cooking options at Recipease mean customers may choose to prepare an Easy to Make recipe, whose ingredients are all pre-cut and pre-measured, or opt for an Easy to Learn session, during which trained chefs teach them how to prepare a meal from scratch. Freshly prepared ready meals are also available for time-pressed consumers to cook at home.

The cookshop is targeted to ‘young mums wanting ideas for the family, blokes wanting to impress the girlfriend, professionals planning a dinner party – everyone,’ says Oliver, whose carbonara-for-the-common-man approach to cooking has already won his 11 cookbooks a place in kitchens around the world.