Jamie Oliver partners with Taster to launch delivery-first pasta brand

Launching from a pop-up kitchen in Archer Street, Soho, tomorrow (13 October), Pasta Dreams will be open for customers to click and collect from, as well as order on Uber Eats and other major delivery platforms. 

The menu, overseen by Oliver, has been specifically crafted with delivery in mind, and features a selection of handmade fresh pasta dishes, filled shapes and bakes. Options will include ‘Carta Di Musica’ Sardinian crackers; cacio x carbonara pasta bowls; and margarita gnocchi. 

Pasta Dreams marks Oliver's first foray into the UK restaurant scene since the collapse of his UK business back in 2019​​, which led to the closure of the chef’s nationwide Jamie’s Italian chain, as well as his Barbecoa and Fifteen restaurants.

Following the Soho launch, Pasta Dreams will be rolled out to further sites across London and other UK cities, with the ambition to become the UK’s number one delivery pasta brand. The brand also launches tomorrow in France, Taster’s original market. 

“Taking some of my fave Italian dishes and making them ready for delivery has been an epic journey,” says Oliver. 

Working with Taster, Oliver will also give a platform to guest 'dreamers' through the Pasta Dreams brand. A competition is scheduled to launch in early 2023 on the Pasta Dreams Instagram, which will give ambitious foodies the chance to work with the Jamie Oliver development team to create seasonal specials featured on the Pasta Dreams delivery menu.

Additionally, £1 from the sale of every collaboration dish will be donated to Springboard​, a charity that works to inspire young people in hospitality.

“By partnering with Taster, we’ve created a menu that is vibrant and delicious, plus we’re giving opportunities to passionate cooks and supporting a brilliant cause,” continues Oliver. 

“I’m really proud to be launching Pasta Dreams. I know you’re gonna love it.”